That sport is an industry that moves a lot of money is a fact that has already been more than proven. Sports practice, in fact, is increasingly widespread in all segments of the population, unlike in the past when it was mainly practiced by the upper classes. This means that attention is very wide and constant and that both teams and individual athletes have become true showcases for brands . Sports sponsorship is an essential element of marketing and management, let's see what it is and how it works.
What is sports sponsorship?
Sports sponsorship is an agreement between two or more parties that provides for the investment of money or goods by one subject (sponsor) to finance an event, a team, an athlete or a sports federation (sponsored). This advertising mechanism operates in almost all areas of our socio-economic fabric and can be seen in the world of culture, television, entertainment and, naturally, sport.
Sports sponsorship can in fact be defined as a communication romania whatsapp data technique that arises and develops in the field of marketing and through which a company provides financial or technological support to an individual, a group or an organization to enable the development of their sporting activities, obtaining in return a benefit in terms of notoriety.
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Types of sports sponsorship
Depending on the intervention modalities, it is possible to identify different types of sports sponsorship :
Club sponsorship : This is the most widespread form of sponsorship in the world of team sports and involves the association of a sponsor with a club which undertakes to disseminate, in exchange for compensation, a certain advertising message by placing writing or symbols on the athletes' clothing and authorises the sponsor to use the images for its own advertising needs.
Pairing : This is a form of sponsorship characterised by the adoption of the name of the sponsor as the name of the sports club. From a promotional point of view, it is the most efficient because it implies a true identification of the company with the sponsor. On the other hand, just as sporting successes are linked, so can failures, with the risk of damaging the image. It is very common in basketball or cycling, but almost absent in football.
Sponsorship of an individual athlete : this category covers all sports practiced individually, but not exclusively, and aims at the use of the character for a brand or product. It involves the provision of the sports equipment necessary for the athlete in his competitions and the athlete is obliged to use these materials during official competitions.
Sponsorship of an event : this is done through financing by the event sponsor in exchange for visibility. This can occur by assigning the name of the event to the sponsor or by disseminating the news through press releases. This is typical, among others, of sailing regattas.
Sponsorship of leagues or federations : this type of sponsorship can entail a series of rights and benefits, such as brand exposure during all events.
Sports infrastructure sponsorship : refers to the financing of infrastructure such as stadiums, arenas or sports complexes. In return, the sponsoring company may be granted the right to give the infrastructure its own name or brand.