ABSTRACT
Sponsorship has been a significant part of sport promotions for well over 2,700 years. The first sport sponsorships have been recorded back to the period of Antiquity. This period of history ran from 3000 BC until the fall of the Roman Empire around 476 (this is the period prior to the Middle Ages). Classical Antiquity started during the seventh century BC, during the time of growth in Europe, the Middle East, and North Africa, starting with the poetry of Homer, running through the rise of Christianity, and ending at the fall of the Roman Empire. During the early days of classical Antiquity, the Ancient Greeks developed a concept called “ekecheiria,” which roughly translated means “Olympic Truce.” In 776 BC, the first celebration of the “Olympic Games” took place as a celebration of the achievements of the human body. It was during this and subsequent events that the first sport sponsorships were seen. Prominent Greek citizens and local governments gave financial support to the organization of the Olympics. This desire to improve standing and reputation (awareness and image) for their cities made the Olympics a commercial event. These sport sponsorships ranged from minor financial contributions to show involvement and improve political aspirations, to the level of sponsorship of one Irodis Attikos, who individually incurred the entire expense of the Kalimarmaro stadium.
