Sports sponsorship can be observed and dated back to Rome and Ancient Greece where prominent society members supported the arts festival as well as the sports played. By support, it didnt mean the proper sponsorship or patronage that was considered as a marketing tool. It rather meant continuation of such festivals and athletic events for entertainment.
Today, however, sponsorship through sports has become one of the most popular kinds of sponsorship due to the amount of exposure it can get for both sponsor and sponsee. Sponsoring an athlete or sport means that the sponsor is exchanging products or money for the right to link and associate the company name with the sporting event or athlete.
Why do organizations sponsor sports?
Aside from the popularity tag sports sponsorship gives, a number of other benefits also appeal to the companys interest. Some of the most common benefits are given below:
Added value to brand
Companies that sponsor sports want their product or range of products to have added value when attached to a sports event or group. By value, this points to product quality, price and/or content. Companies use sports as a leverage...
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