Sponsorship and sport

Sponsorship is a major feature of sport in the 21st century.

Most clubs have commercial sponsors

Most competitions have sponsors names included in their title:

• Barclay's Premier League - Football
• Heineken Cup – Rugby Union
• NPower Test Series - Cricket.

Some sports stadia have sponsored names. For example:

• Walker's Stadium - Leicester City
• Emirate's Stadium - Arsenal
• Reebok Stadium - Bolton Wanderers

Most clubs and teams have sponsors. For example:

• Vodafone - England Women's Cricket Team
• O2 - England Rugby Union Team
• Norwich Union - UK Athletics

Sponsorship by cigarette companies is no longer legal. Sports Governing Bodies have to decide if proposed sponsorship, say junior sport by an alcohol brand, is acceptable.

It is always easier to get sponsorship if a sport or event receives media attention. High profile events gain greater amounts of sponsorship than those with no coverage.

There are pros and cons of sponsorship:

	Advantages of sponsorship	Disadvantages of sponsorship
For the sponsor	Increased publicity, status increased by being linked to success and glamour. Increased sales of their products	Negative events (drug use, cheating, crowd trouble) may affect your reputation
For the performer	Free clothing and equipment or payment for wearing sponsor's clothing and using their equipment. Can concentrate on training without financial worries.	May be tied in to a contract including appearances at sponsors' events.
For the sport/event	Financial support in addition to admission fees etc.	Dates, times, clothing may be changed to suit the sponsor.