Sponsorship in Sport

BOUKHARI Marouane
ABOULGHALI Amr
EL AMINE Mohamed Fouad
HAIMOUCHE Othman
The Plan:
• Definition of Sponsorship
• Forms of sponsorship
• Why is it hard to get sponsorship?
• Advantages and Disadvantages to the
sponsor
• Advantages and Disadvantages to
athletes
• Advantages and Disadvantages to the
sport
• Is it the wrong image for sport?
What is sponsorship?
• Companies hope to enhance their advertising and
brand recognition by association with a sport or athlete.
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
•Free transport, …cars, flights etc.
•Free kit and equipment
•Sponsorship of facilities
Forms of sponsorship - examples
• an event or competition
2014 FIFA World Cup Brazil: Adidas, Coca-cola....
• a sport
Athletics: Norwich Union
• an athlete
David Beckham: Adidas
• a team
R.C.A: Siera, Maroc Telecom...
• a facility
Grand stade d’agadir: Visa, Sony...
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.
• You may write a hundred letters to potential sponsors
and get no replies.
Advantages and
Disadvantages to
the sponsor
Sponsorship and the sponsor
Advantages Disadvantages
• Powerful Advertising • Poor behaviour by players
• Healthy positive image or fans can reflect on the
• Logo seen on TV makes sponsor
brand well known • Athletes may be caught
•Sponsors pay less tax by taking drugs
sponsoring sport • The team or athlete may
• Sponsors may gain good not be very successful
will of local people • Players and athletes get
• Sponsors can entertain injured and may not
guests at events compete
Advantages and
Disadvantages to
athletes
Sponsorship and the athletes
Advantages
• Young and new stars
have money to train and
compete.
• 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sponsorship withdrawn if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 don’t
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
Advantages and
Disadvantages
to the sport
Sponsorship and the sport
Advantages Disadvantages
• Promotion of the sport • Sponsors may want more
especially if sport is control of the sport
televised •Some sports may be
• Help with the expense of moved to different times of
staging events the year
• Can raise the
performances of the
athletes
• Money paid to the sport
can be used to improve
facilities, coaching and to
increase participation
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.
Thank you