This presentation gives insight of sponsorship in sports.

1. SPONSORSHIP IN SPORTS

2. 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.

3. ECOLOGY OF SPONSORSHIP
• There are different
parts of society which
are involved in
sponsorship
• The sports can not
alone can not exist on
it’s own
• Businesses and media
make the sporting field
an industry

4. AN EXAMPLE OF A FOOTBALL LEAGUE

5. 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
•Achievement schemes in schools

6. ADVANTAGES TO THE SPONSOR
• For financial gain: by putting a sponsors name on a stadium or
associated to a competition they are attracting a wide audience.
• Advertising brand name
• Promote a caring attitude and increasing goodwill.
• Tax relief.

7. DISADVANTAGES TO THE SPONSOR
• Sponsorship does not always guarantee success.
• Can be a risk backing new talent.
• Investing in teams and individuals can backfire if they are not as successful
as they would have hoped. i.e. Club teams not qualifying for major
competitions.
• Any bad publicity from the athlete will effect the brand name associated.

8. ADVANTAGES TO THE SPORT
• Some sports are popular due to
exposure brought about through
sponsorship and advertisement
campaigns.
• Gives the sport financial security
for a period of time.
• Attracts the best players in the
world to that sport.
• Provides money for
improvements in facilities and
training.

9. DISADVANTAGES TO THE SPORT
• Sponsors can demand too
much influence over the
sport.
• Sponsors can attempt to
make the sport more viewer
friendly and enforce advert
breaks and even rule
changes.
• Sponsors control the day of
events being played. i.e.
Super Sunday football.

10. SCALE OF SPONSORSHIP
INDIVIDUAL
PLAYER SPORT SPOSOR DEALWORTH
(Approx.)
(In Million $)
DERRICK ROSE Basketball Adidas 260
RORY MCILROY Golf Nike 250
DAVID BECKHAM Football Adidas 160.8
TIGER WOODS Golf Nike 105

11. SCALE OF SPONSORSHIP
TEAM

12. INDIAN SCENARIO
• Cricket has been a king
in terms of
sponsorships
– Sponsorship of BCCI with
Nike and Star India
• Star India gives ₹40
Crores per match
• Nike has $60 Million deal
for 5 years
– Sponsors supporting IPL
– Individual players
endorsements

13. GOOD NEWS FOR OTHER SPORTS
• Other sports are also getting encouraged by
sponsors
• After IPL almost every sport is getting the
same kind of Franchise League
– Indian Super League ( Football)
– Pro Kabaddi League (Kabaddi)
– Indian Badminton League (Badminton)
– Hockey India League (Hockey)

14. CONCLUSION
• Sponsorship is need of companies and also of
the sports
• Sponsorship should support growth of sports
and also support needy and talented local
sportspersons
• Sponsors should not interfere in the rules of
sports and the administration of sports bodies

15. REFERENCES
• www.bcci.tv
• www.premierleague.com
• www.uefa.com/uefachampionsleague
• http://www.hindustantimes.com/specials/cric
ket/ipl/chunk-ht-ui-ipl2012-topstories/star-bags-
bcci-deal-at-rs-3-851-cr/sp-article10-
834292.aspx
• http://www.sportspromedia.com/news/nike_r
enew_commitment_to_indian_cricket