Recognising the influence of sponsorship and funding

Understanding Sponsorship in Sport and Active Leisure

Commercial Sponsorship

Companies provide financial support to athletes, teams, and sporting events in exchange for advertisement and increased visibility.
Sponsorship allows brands to be associated with positive aspects of a sport such as excitement, teamwork or healthy lifestyle.
While sponsorships can help in equipping and training athletes, there can also be negative implications if the sponsoring company’s image does not align with the values of the sport or athlete.

Sponsorship as a source of Revenue

Sponsorship deals are a primary source of income for many athletes and sports organisations.
Sponsorship money can be used to fund training, equipment, facilities and wages.
Without sponsorships, many sports would not have the necessary resources to function at their current high standard and global scale.

Importance of Sponsorship in Media Exposure

Sponsorship plays a crucial role in enabling sports to have wide media coverage.
Televised sporting events and radio broadcasts reach millions of audiences worldwide, benefitting both the sport and the sponsor.

Understanding Funding in Sport and Active Leisure

Public Funding

Public funding refers to financial support given by government bodies.
This money is used to foster sport and physical activity in communities, particularly in underrepresented or underprivileged settings.
The aim is to boost public health, social inclusion and produce elite athletes.

Lottery Funding

A percentage of the revenue from the National Lottery in the UK is utilised to support sports and athletes.
Lottery funding is often directed towards grassroots sports, helping to increase participation and discover talent.
It also supports high-level athletes, particularly in Olympic and Paralympic sports.

Private Funding

Private funding can be obtained from individuals, like philanthropists, or businesses who choose to invest in a sport or athlete.
This can be in the form of strategic investments, sponsorship, or donations.

Impact of Funding on Sport and Active Leisure

Funding affects all levels of sport, from training and development to venues and equipment.
Increase in funding can lead to advanced facilities, better coaching, more opportunities for participation and higher chances of success in elite sports.
Lack of funding can lead to lack in resources, infrastructure, and can eventually reduce participation in the sport.