Guess to topic
Here are the key words, but what is
today’s topic?
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Financial or material assistance
Publicity
Sponsorship
Recipient
Brand awareness
Recognition by association
Advertising
Image
Promotion
Sponsorship in Sport
GCSE Physical Education
The new module…
International & Social Factors
• Sponsorship
• Media
• International sports and events
• Competition design
• The Olympics
• Health & Safety in sport
Sponsorship in Sport
Title
Sponsorship
Objectives
Content
(what you should learn)
(you should understand these issues)
To consider the way in which sponsors are
involved in sport.
Range and scope and the effects of
sponsorship
To consider the range and scope of
sponsorship.
To consider the ‘ease’ of obtaining
sponsorship and the benefits for the
sponsors.
To consider the types of sponsorship that
sponsors provide.
Advantages and disadvantages to the sponsor,
the performer and the sport/activity
To consider some aspects of sponsorship
that might not be acceptable.
To look at the advantages and disadvantages
of sponsorship.
Ease of obtaining sponsorship at various levels
and at different profile levels of sport.
Examples of acceptable and unacceptable types
of sponsorship.
Objectives
ALL
1. will understand what sponsorship is
2. must be aware of the different types of
sponsorship.
MOST 1. should be able to explain how the sport,
individual, team or event influences the types of
sponsorship attracted (understanding the
business element to sponsorship)
SOME 1. could suggest what is and isn't acceptable in
sponsorship (future lesson) and predict future
'SHIFTS' in sponsorship
2. will lead group preparations for a presentation
Sponsors in the UK now invest
more than 1 billion pounds
annually in sport.
What is sponsorship?
• Sponsorship is a commercial deal where a business
provides support, usually financial, for a team, athlete
or event.
• Companies hope to enhance their advertising and
brand recognition by association with a sport or athlete,
presenting their brand and products in a positive light.
Forms of sponsorship
•Brand names on kit
•Banners at grounds and in arenas
•Adverts in programmes, websites, TV
•Use of players and team in adverts
•Personal endorsement of products
•Free transport, …cars, flights etc.
•Free kit and equipment
•Sponsorship of facilities
•Achievement schemes in schools
Forms of sponsorship - examples
• an event or competition
The London Marathon, Virgin
• a sport
Athletics, Norwich Union
• an athlete
David Beckham, Adidas
• a team
Aston Villa, Genting Casinos
England Football, Nationwide
• a facility
Friends Provident St. Mary’s Stadium
Why is it hard to get sponsorship?
• Sponsors like a safe bet! It will be easier to get
sponsored if you are already well known.
• If the sport or the athlete are on TV this will really help
to attract a sponsor.
• It is easier for higher level athletes, players and teams
to get sponsored.
• It is harder for women and ethnic minorities to attract
sponsorship.
• You may write a hundred letters to potential sponsors
and get no replies.
Your team task…
•
You have a place on the board of a multi-national company and your
team are presenting to the board, asking them to make you responsible
for this year’s sponsorship money.
•
You have considered sponsoring a female athlete who represents
Great Britain.
•
You have to give a presentation to the board on the strengths and
weaknesses of your case so that they can decide which one will benefit
the company the most. Remember, the successful team receives a
considerable bonus in this company (stickers or SIMS?)
Presentation Teams
Team 1
Jess - Team Leader
Kyle
Dan
Ryan S
Team 2
Mai - Team Leader
Adam
Laura
Joe
Dom
Team 3
Zoe - Team Leader
Alastair
Rob
Ben
Team 4
Russell - Team Leader
Liam
Lucy
Ryan K
Possible roles within the team: researcher,
secretary (note taker) and spokesperson.
Advantages and
Disadvantages to
the sponsor
Sponsorship and the sponsor
Advantages
• Powerful Advertising
• Healthy positive image
• Logo seen on TV makes
brand well known
• Successful individuals
and teams associated with
the sponsor
• Sponsors pay less tax by
sponsoring sport
• Sponsors may gain good
will of local people
• Sponsors can entertain
guests at events
Disadvantages
• Poor behaviour by players
or fans can reflect on the
sponsor
• Athletes may be caught
taking drugs
• The team or athlete may
not be very successful
• Players and athletes get
injured and may not
compete
• Money paid in
sponsorship may not be
gained back in sales
Advantages and
Disadvantages to
athletes
Sponsorship and the athletes
Advantages
• Young and new stars
have money to train and
compete, e.g. kit, travel,
accommodation etc.
• Athletes careers are short
and top athletes can make
a lot of money through
sponsorship
• Young people may
receive a scholarship to a
college or centre of
excellence
Disadvantages
• Young athletes may have
sponsorship withdrawn if
performances don’t
improve
• Players in less well known
sports may not get the
same opportunity
• Players may feel
exploited by a sponsor
• Athletes have no choice
over equipment
Advantages and
Disadvantages
to the sport
Sponsorship and the sport
Advantages
• Promotion of the sport
especially if sport is
televised
• Help with the expense of
staging events
• Can raise the
performances of the
athletes
• Money paid to the sport
can be used to improve
facilities, coaching and to
increase participation
Disadvantages
• Sponsors may want more
control of the sport
• Sponsors may want to
reschedule events at peak
TV times
• Some sports may be
moved to different times of
the year
• Governing bodies may
come to rely on
sponsorship, deals are not
forever
Is it the wrong image for sport?
• There are very important issues to consider when
deciding what types of companies should sponsor
sport.
• A sponsor may be bad for the image of a sport or may
give out the wrong message to athletes and especially
young people.
• Sports sponsored by alcohol and tobacco companies
are subject to very strict guidelines.