Types and impact of sponsorship in sport

Types of Sponsorship in Sport

Sale of Naming Rights: Businesses buy the rights to name sports stadiums, teams or events, increasing their brand exposure.
Kit or Uniform Sponsorship: Brands fund teams in exchange for their logos appearing on team uniforms.
Equipment and Supply Sponsorship: Brands provide free or discounted sporting equipment and supplies, aiming to be associated with the performance of athletes.
Event Sponsorship: Companies fund specific events in exchange for promotional opportunities at those events.
Athlete or Team Sponsorship: Brands partner with high profile athletes or teams, using their popularity to increase brand visibility.
Broadcast Sponsorship: Businesses fund sports broadcasts and in return receive advertising opportunities during the broadcast.

Brand Visibility: Sponsorship provides brands visibility at a mass scale.
Brand Association: Sponsoring successful teams or popular athletes links a brand to success and popularity.
Play a Role in Community: Sport sponsorship allows businesses to show their commitment to their communities.

Financial Support: Sponsorship brings in funding, supporting team operations, player wages and infrastructure upgrades.
Access to Resources: Sponsors might provide valuable resources like sports equipment, training facilities and expertise.
Increase in Popularity: Association with popular or prestigious brands can boost the profile and reputation of a sportsperson or team.

Over-commercialisation: Excessive sponsorship can lead to over-commercialisation, potentially alienating fans and damaging the sport’s reputation.
Pressure and Influence: Sponsors might exert influence over teams and athletes, possibly leading to unhealthy pressure or compromising integrity.
Public Perception: If sponsors behave unethically, that could negatively impact public perception of the associated teams or athletes.

Align with Relevant Brands: Sponsorships work best when the brand and sport have a natural link or shared values.
Agree Clear Deliverables: Both parties should agree on what they expect from the sponsorship relationship.
Maintain Integrity: Ensure sponsorships do not negatively impact the sport, athlete or team’s reputation or integrity.
Use Varied Sponsorship Forms: A combination of different types of sport sponsorship can optimize the benefits for both parties.