97:). This status also allows companies to have a decisive voice on the issue of presence among sponsors of other companies operating in the same business, the priority right to use teams, team members, players, coaches, and the sanctioning body for conducting joint promotions, right of presence at all official events dedicated to a sports event, mandatory mentioning in all activities conducted on behalf of the team, highlighting the name of title sponsor in film credits, television programs which were created with its financial support, placement of logos and banners. Often a patch or sticker is required to placed or worn on a highly visible item (uniform, race car, billboard) of every competitor, even if their personal sponsor is in direct competition with the series sponsor.
81:
20:
186:
states in 2014, followed by North
America, the Asia Pacific region. Growth in Central and South America during 2010 did not materialize to the extent projected—3.8 percent versus a forecast of 5.7 percent—despite the FIFA World Cup and Olympic Games in Brazil in 2014 and 2016, respectively. With the 2010 World Cup concluded, sponsorship activity should begin to heat up, thus the region is projected to be the fastest-growing source of sponsorship dollars outside North America, with a forecast growth rate of 5.6 percent for 2011.
171:
1160:
1170:
1148:
113:
auto racing teams that travel over a vast area. A team sponsor may take the primary sponsorship role at a race in an area where they are present, such as a store chain. That sponsor may take a secondary sponsorship role, or not even be on the car, in an area they have little or no presence, or are prohibited by law to sell, such as alcohol or tobacco products.
185:
IEG projects spending on sponsorship globally to grow 4.5 percent in 2018 to $ 65.8 billion, including $ 24.2 billion in North
America alone (a 4.5% increase from $ 24.1 billion in 2017). Europe is the largest source of sponsorship spending, with €26.44 million (US$ 29 million) in just the EU member
100:
Title sponsor characterizes the most significant contribution to a company in organizing and hosting an event. Often the name of such sponsor is placed next to the name of competition, teams, individual athletes and is associated with it (for example, the logo of a title sponsor is placed in various
67:
Various psychological and communication theories have been employed to elucidate the mechanisms by which commercial sponsorship influences consumer audiences. Many theories posit that sponsorship creates a cognitive link between a brand (sponsor) and an event (sponsoree), leading to the formation of
112:
Team sponsor provides funds for individual teams. The more money provided (primary sponsor vs. secondary sponsor), the larger area and more visible location are allocated. In some instances, the team sponsor may be rotated between the primary and secondary sponsor roles. This usually occurs with
71:
One of the most pervasive findings in sponsorship is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring a sports event. Work by
Cornwell and colleagues however, has shown that brands that don't have a logical match
149:
The sales cycle for selling sponsors is often a lengthy process that consists of researching prospects, creating tailored proposals based on a company's business objectives, finding the right contacts at a company, getting buy-in from multiple constituencies and finally negotiating benefits/price.
136:
All sponsorship should be based on contractual obligations between the sponsor and the sponsored party. Sponsors and sponsored parties should set out clear terms and conditions with all other partners involved, to define their expectations regarding all aspects of the sponsorship deal. Sponsorship
140:
The terms and conduct of sponsorship should be based upon the principle of good faith between all parties to the sponsorship. There should be clarity regarding the specific rights being sold and confirmation that these are available for sponsorship from the rights holder. Sponsored parties should
108:
General sponsor is a sponsor that makes one of the largest contributions (in absence of a title sponsor – usually more than 50% of all sponsorship funds raised) and that receives for it the right to use the image of competition as well as extensive media coverage. If necessary, the status of the
158:
These are the terms used by many sponsorship professionals, which refer to how a sponsor uses the benefits they are allocated under the terms of a sponsorship agreement. Leveraging has been defined by Weeks, Cornwell and
Drennan (2008) as "the act of using collateral marketing communications to
68:
event-linked associations in memory. Consequently, thinking of the brand can evoke these associations, influencing consumer perceptions and behaviors. Cornwell, Weeks and Roy (2005) have published an extensive review of the theories so far used to explain commercial sponsorship effects.
58:
While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements.
101:
places around the stadium or track (such as painted in the infield grass / pavement or walls, various places on the field, signboards on the sides of the field, etc.), the name in the title of an auto racing event's official name, or the name of an
159:
exploit the commercial potential of the association between a sponsor and sponsee" while activation has been defined as those "communications that promote the engagement, involvement, or participation of the sponsorship audience with the sponsor."
481:
34:
something (or someone) is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a
120:
Technical sponsor is a sponsor which promotes organization of sporting events through the partial or full payment of goods and services (e.g., medical equipment, fitness, organization of transportation and
116:
Official sponsor is a sponsor that makes a certain part of raised funds (within 20–25%). Typically, the given status may be granted by category ("official insurance partner", "official automotive partner",
51:
Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property.
352:"Cornwell, T. B., Humphreys, M. S., Maguire, A. M., Weeks, C. S., & Tellegen, C. L. (2006). Sponsorship-linked marketing: The role of articulation in memory. Journal of Consumer Research, 33, 312–321"
551:
193:
has led to a small but increasing rise in TV programming sponsorship in the UK. However, commercial sponsorship of
British sports teams and players is a multibillion-pound industry. For example,
485:
204:
As it has in most years over the past two-plus decades, sponsorship's growth rate will be ahead of the pace experienced by advertising and sales promotion, according to IEG.
446:"Weeks, C.S., Cornwell, T.B., Drennan, J.C. (2008). Leveraging sponsorships on the internet: Activation, congruence, and articulation. Psychology and Marketing, 25, 637–54"
150:
Some sales can take up to a year and sellers report spending anywhere between 1–5 hours researching each company that is viewed as a potential prospect for sponsorship.
141:
have the absolute right to decide on the value of the sponsorship rights that they are offering and the appropriateness of the sponsor with whom they contract.
543:
55:
While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return.
162:
Money spent on activation is over and above the rights fee paid to the sponsored property and is often far greater than the cost of the rights fee."
521:
456:
286:
362:
127:
Informational sponsor is an organization that provides informational support through media coverage, conducting PR-actions, joint actions, etc.
93:
Series sponsor is the highest status of sponsorship. Often the name and the logo of the sponsor is incorporated into the title of the series (
72:
can still benefit, at least in terms of memory effects, if the sponsor articulates some rationale for the sponsorship to the audience.
499:
828:
258:
308:
Cornwell, T. Bettina; Weeks, Clinton S.; Roy, Donald P. (28 April 2018). "Sponsorship-Linked
Marketing: Opening the Black Box".
395:
972:
124:
Participating sponsor is a company, the sponsorship fee size of which usually does not exceed 10% of total raised funds..
417:
1199:
1070:
591:
201:
kit for ten seasons, in a 2014 deal with a guaranteed minimum value of £750 million (more than US$ 1.1 billion).
109:
general sponsor may be supplemented by the general sponsors for certain categories, as well as the main sponsor.
80:
851:
178:
513:
445:
677:
105:
college bowl game). In case of title sponsor's presence, the general sponsor position may remain free.
278:
351:
994:
921:
644:
1121:
741:
1131:
1194:
796:
947:
942:
770:
682:
8:
1085:
1062:
989:
886:
714:
687:
672:
639:
584:
1106:
1075:
1042:
1009:
962:
775:
758:
387:
333:
325:
253:
248:
16:
Support of an event, activity, person, or organization financially or through services
1173:
899:
763:
709:
692:
634:
198:
190:
102:
94:
337:
19:
1126:
1037:
1019:
957:
866:
856:
838:
736:
729:
614:
321:
317:
243:
233:
36:
482:"At 113 Years and Counting, Slazenger Maintains the Longest Sponsorship in Sports"
1163:
1116:
1101:
1027:
979:
904:
894:
806:
704:
699:
624:
228:
1111:
1080:
937:
909:
876:
861:
753:
724:
659:
649:
577:
1188:
1152:
1004:
967:
818:
801:
719:
238:
85:
170:
952:
914:
846:
746:
823:
791:
218:
421:
1052:
629:
619:
329:
213:
174:
984:
811:
667:
223:
1047:
177:
has the longest sponsorship in sport, supplying tennis balls to
999:
194:
24:
600:
484:. S&E Sponsorship Group. 4 November 2015. Archived from
1032:
279:"Sponsorship Lexicon and Glossary – Sponsorship Resources"
569:
500:"What Sponsors Want & Where Dollars Will Go in 2018"
544:"Manchester United PLC reaches agreement with Adidas"
189:
Relaxed television industry legislation surrounding
1186:
307:
585:
418:"Sponsor Research is Not a Zero Sum Equation"
153:
592:
578:
388:"ICC Code, Sponsorship - ICC Codes Centre"
259:List of advertising technology companies
169:
79:
18:
1187:
440:
438:
165:
84:Sponsorship of an automotive company (
573:
524:from the original on 22 December 2015
554:from the original on 17 October 2015
520:. European Sponsorship Association.
398:from the original on 18 October 2017
514:"2014 European Sponsorship figures"
462:from the original on 13 August 2012
435:
289:from the original on 22 August 2013
197:became the sponsor and supplier of
13:
14:
1211:
368:from the original on 4 March 2016
1168:
1159:
1158:
1146:
137:should be recognisable as such.
1169:
536:
506:
492:
474:
410:
380:
344:
322:10.1080/00913367.2005.10639194
301:
271:
1:
264:
131:
75:
46:
7:
207:
62:
10:
1216:
144:
1140:
1094:
1061:
1018:
930:
885:
837:
784:
658:
607:
599:
154:Leveraging and activation
742:Bodybuilding supplements
23:Corporate logos showing
550:. (Manchester United).
1200:Television terminology
310:Journal of Advertising
182:
89:
88:) in equestrian sports
28:
173:
83:
22:
518:www.sponsorship.org
392:www.codescentre.com
199:Manchester United's
166:Sponsorship markets
759:Physical education
254:Sponsorship broker
249:Sustaining program
183:
90:
39:, is known as the
29:
1182:
1181:
1153:Sports portal
764:Physical activity
710:Athletic training
693:Strength training
645:Semi-professional
191:product placement
103:American football
95:NASCAR Cup Series
1207:
1172:
1171:
1162:
1161:
1151:
1150:
1149:
895:General managers
797:Governing bodies
594:
587:
580:
571:
570:
564:
563:
561:
559:
540:
534:
533:
531:
529:
510:
504:
503:
496:
490:
489:
488:on 17 June 2016.
478:
472:
471:
469:
467:
461:
450:
442:
433:
432:
430:
429:
420:. Archived from
414:
408:
407:
405:
403:
384:
378:
377:
375:
373:
367:
356:
348:
342:
341:
305:
299:
298:
296:
294:
275:
244:Sports marketing
234:Ambush marketing
1215:
1214:
1210:
1209:
1208:
1206:
1205:
1204:
1185:
1184:
1183:
1178:
1147:
1145:
1136:
1095:Sport by region
1090:
1057:
1028:Artificial turf
1014:
985:Olympic culture
926:
881:
833:
780:
654:
625:Military sports
603:
598:
568:
567:
557:
555:
542:
541:
537:
527:
525:
512:
511:
507:
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448:
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436:
427:
425:
416:
415:
411:
401:
399:
386:
385:
381:
371:
369:
365:
354:
350:
349:
345:
306:
302:
292:
290:
283:sponsorship.com
277:
276:
272:
267:
229:Cause marketing
210:
168:
156:
147:
134:
78:
65:
49:
17:
12:
11:
5:
1213:
1203:
1202:
1197:
1180:
1179:
1177:
1176:
1166:
1156:
1141:
1138:
1137:
1135:
1134:
1129:
1124:
1119:
1114:
1109:
1104:
1098:
1096:
1092:
1091:
1089:
1088:
1083:
1081:National sport
1078:
1073:
1067:
1065:
1059:
1058:
1056:
1055:
1050:
1045:
1040:
1035:
1030:
1024:
1022:
1016:
1015:
1013:
1012:
1007:
1002:
1000:Sports mascots
997:
992:
987:
982:
977:
976:
975:
965:
960:
955:
950:
945:
940:
934:
932:
928:
927:
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924:
919:
918:
917:
912:
907:
897:
891:
889:
883:
882:
880:
879:
874:
869:
864:
859:
854:
849:
843:
841:
835:
834:
832:
831:
826:
821:
816:
815:
814:
809:
799:
794:
788:
786:
782:
781:
779:
778:
773:
768:
767:
766:
761:
751:
750:
749:
744:
734:
733:
732:
727:
722:
717:
712:
702:
697:
696:
695:
690:
685:
680:
675:
664:
662:
656:
655:
653:
652:
647:
642:
637:
632:
627:
622:
617:
611:
609:
605:
604:
597:
596:
589:
582:
574:
566:
565:
548:www.manutd.com
535:
505:
491:
473:
434:
409:
379:
343:
300:
269:
268:
266:
263:
262:
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256:
251:
246:
241:
236:
231:
226:
221:
216:
209:
206:
167:
164:
155:
152:
146:
143:
133:
130:
129:
128:
125:
122:
118:
114:
110:
106:
98:
77:
74:
64:
61:
48:
45:
15:
9:
6:
4:
3:
2:
1212:
1201:
1198:
1196:
1193:
1192:
1190:
1175:
1167:
1165:
1157:
1155:
1154:
1143:
1142:
1139:
1133:
1132:South America
1130:
1128:
1125:
1123:
1122:North America
1120:
1118:
1115:
1113:
1110:
1108:
1105:
1103:
1100:
1099:
1097:
1093:
1087:
1084:
1082:
1079:
1077:
1074:
1072:
1069:
1068:
1066:
1064:
1060:
1054:
1051:
1049:
1046:
1044:
1041:
1039:
1036:
1034:
1031:
1029:
1026:
1025:
1023:
1021:
1017:
1011:
1008:
1006:
1005:Sportsmanship
1003:
1001:
998:
996:
993:
991:
988:
986:
983:
981:
978:
974:
971:
970:
969:
966:
964:
961:
959:
956:
954:
951:
949:
948:Entertainment
946:
944:
941:
939:
936:
935:
933:
929:
923:
920:
916:
913:
911:
908:
906:
903:
902:
901:
898:
896:
893:
892:
890:
888:
887:Communication
884:
878:
875:
873:
870:
868:
865:
863:
860:
858:
855:
853:
850:
848:
845:
844:
842:
840:
836:
830:
829:International
827:
825:
822:
820:
817:
813:
810:
808:
805:
804:
803:
800:
798:
795:
793:
790:
789:
787:
785:Organizations
783:
777:
774:
772:
771:Rating system
769:
765:
762:
760:
757:
756:
755:
752:
748:
745:
743:
740:
739:
738:
735:
731:
728:
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723:
721:
718:
716:
713:
711:
708:
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703:
701:
698:
694:
691:
689:
686:
684:
683:Periodization
681:
679:
676:
674:
671:
670:
669:
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665:
663:
661:
657:
651:
648:
646:
643:
641:
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633:
631:
628:
626:
623:
621:
618:
616:
613:
612:
610:
606:
602:
595:
590:
588:
583:
581:
576:
575:
572:
553:
549:
545:
539:
523:
519:
515:
509:
501:
495:
487:
483:
477:
458:
454:
447:
441:
439:
424:on 2010-09-26
423:
419:
413:
397:
393:
389:
383:
364:
360:
353:
347:
339:
335:
331:
327:
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288:
284:
280:
274:
270:
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257:
255:
252:
250:
247:
245:
242:
240:
239:Naming rights
237:
235:
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215:
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205:
202:
200:
196:
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151:
142:
138:
126:
123:
119:
115:
111:
107:
104:
99:
96:
92:
91:
87:
86:Mercedes-Benz
82:
73:
69:
60:
56:
53:
44:
42:
38:
33:
27:team sponsors
26:
21:
1195:Sponsorships
1144:
943:Cheerleaders
871:
852:Broadcasting
747:Sports drink
715:Chriopractic
673:Biomechanics
640:Professional
556:. Retrieved
547:
538:
526:. Retrieved
517:
508:
494:
486:the original
476:
464:. Retrieved
452:
426:. Retrieved
422:the original
412:
400:. Retrieved
391:
382:
370:. Retrieved
358:
346:
316:(2): 21–42.
313:
309:
303:
291:. Retrieved
282:
273:
203:
188:
184:
161:
157:
148:
139:
135:
70:
66:
57:
54:
50:
40:
31:
30:
1048:Flying disc
963:Memorabilia
872:Sponsorship
558:17 December
528:17 December
219:Advertising
181:since 1902.
1189:Categories
1086:Regulation
1076:Ministries
1071:Sports law
1053:Sportswear
990:Philosophy
900:Journalism
812:Postseason
730:Psychology
725:Physicians
688:Physiology
630:Parasports
615:Individual
428:2010-08-26
359:qut.edu.au
265:References
132:Principles
76:Categories
47:Definition
37:benefactor
32:Sponsoring
1107:Australia
1020:Equipment
995:Rivalries
980:Numbering
973:Nicknames
922:Promoters
905:Magazines
867:Marketing
857:Economics
776:Sociology
737:Nutrition
453:umich.edu
214:Marketing
179:Wimbledon
175:Slazenger
121:lodging).
1164:Category
1063:Politics
1043:Exercise
1010:Violence
910:Podcasts
862:Industry
839:Business
754:Pedagogy
705:Medicine
678:Practice
668:Exercise
552:Archived
522:Archived
466:28 April
457:Archived
402:28 April
396:Archived
372:28 April
363:Archived
338:15520591
293:28 April
287:Archived
224:Donation
208:See also
63:Theories
1174:Outline
1127:Oceania
958:History
938:Betting
931:Culture
802:Leagues
660:Science
650:Amateur
330:4189295
145:Selling
41:sponsor
1117:Europe
1102:Africa
1038:Caving
968:Naming
847:Agents
819:School
807:Season
720:Injury
700:Doping
336:
328:
195:Adidas
117:etc.).
25:NASCAR
1033:Balls
915:Radio
877:Trade
824:Teams
792:Clubs
635:Women
608:Types
601:Sport
460:(PDF)
449:(PDF)
366:(PDF)
355:(PDF)
334:S2CID
326:JSTOR
1112:Asia
620:Team
560:2015
530:2015
468:2018
404:2018
374:2018
295:2018
953:Fan
318:doi
1191::
546:.
516:.
455:.
451:.
437:^
394:.
390:.
361:.
357:.
332:.
324:.
314:34
312:.
285:.
281:.
43:.
593:e
586:t
579:v
562:.
532:.
502:.
470:.
431:.
406:.
376:.
340:.
320::
297:.
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
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