ABSTRACT
The idea of sponsorship predates the organisation of sports into professional competitions but it has now been developed to the point where it is difficult to think of major events without also naming a leading company who have attached their name to the event. In this country, the only footballing event which does not bear the name of the sponsor is soccer's FA Cup. All the others are covered by new and changing names(Simkins, 1986). This paper seeks to account for the different types of sponsorships found in the different codes of football played in this country, by looking at the national situation and by concentrating on the local experience of South Yorkshire where all the codes are played.
