Adidas a team Aston Villa, Genting Casinos England

1
Guess to topic

• Here are the key words, but what is todays
  topic?
• Financial or material assistance
• Publicity
• Sponsorship
• Recipient
• Brand awareness
• Recognition by association
• Advertising
• Image
• Promotion

Complete the starter task on the worksheet
2
Sponsorship in Sport

• GCSE Physical Education

3
The new module

• International Social Factors
• Sponsorship
• Media
• International sports and events
• Competition design
• The Olympics
• Health Safety in sport

4
Sponsorship in Sport
5
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
6
Sponsors in the UK now invest more than 1 billion
pounds annually in sport.
7
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.

8
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

9
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. Marys Stadium

10
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.

11
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 years 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?)

12
Presentation Teams
Possible roles within the team researcher,
secretary (note taker) and spokesperson.
13
Advantages and Disadvantages to the sponsor
14
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

15
Advantages and Disadvantages to athletes
16
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 dont 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

17
Advantages and Disadvantages to the sport
18
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

19
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.