ABSTRACT
This chapter introduces the concept of sponsorship, one of the most visible elements of the sport promotion mix. Historically, sponsorship has often been associated with charity and altruism. The Penguin Pocket English Dictionary still defines sponsorship as ‘somebody who pays for a project or activity’. Historically, the sponsorship tool can be seen as a derivative of either advertising or public relations, as elements of the promotion mix or as a combination of the two. It was shown above that sponsorship has distinctly different characteristics from other elements of the promotion mix, such as advertising and public relations. Sponsorship support activities complement the sponsor’s goals. Since the beginnings of sponsor involvement in sport, there has been a focus on the return sponsors get from their financial investment—either in cash or through non-financial objectives. The chapter shows the strategic importance of sponsorship for sport organisations. Sponsoring individual athletes has distinct advantages and disadvantages.
