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Sponsorship in Sport: A Waste of Space?

There was a time when sponsorship and the association of companies, their products and brand names with sporting events was very limited. Today, it seems, any single aspect of an event, club or individual can attract a sponsorship deal. But is this all a huge waste of money? What benefits do commercial organisations gain from acting as sponsors in sport? Where should the limits be drawn on sponsorship? Who or what have been the main winners and losers from the advance of this form of marketing? And are there any signs of sponsorship becoming less popular to sport and, perhaps more importantly, to business? This Argument finds our two usual protagonists putting the world to rights on the topic of sponsorship in sport.

A Natural Part of Business

A Waste of Space

	Going down the football on Saturday?
			Nah, can't be bothered these days. It's all become big business. Ticket prices through the roof and the cost of food there is a disgrace.
	Whoa! Didn't realise you were that set against it. What happened to the 'support through thick and thin' that I used to get from you?
			Dunno. My heart's just not in it these days. Since that consortium of businessmen took over the place.
	What? Your mates with the market stalls? Hardly Abramovich is it?
			They're not my mates anymore. Not since they stopped me advertising my driving school in their car park.
	Well, it was taking up most of the space, wasn't it?
			A bit. But the articulated lorry wouldn't fit anywhere else.
	You should advertise at the ground. They wouldn't turn good money away.
			Depends whether my money counts as 'good'. Besides, they've stitched the whole place up with them and their mates advertising on shirts, along the pitch - everywhere!
	See what you mean. And you reckon it's all gone too far?
			Too right!

What is sponsorship and why should a commercial organisation agree to sponsor a sporting event?

	So they're all looking to sell more?
			Course! Why else spend the money?
	Does it cost that much then?
			You'd better believe it!

The top six football shirt sponsorship deals

	They're all at it aren't they? You'd have thought that some clubs might get smart and not have a shirt sponsor.
			And pray tell, why would that be smart? They'd just be turning away millions of pounds!
	Well, imagine the street cred they'd get. All their fans would love them for that. They might even be able to sell more shirts as a result. People don't always want a name splashed all over their clothes.
			What, like you, you mean? In your 'Tommy' top and your swooshed trainers?
	Well, I just got back from the market, there's loads of this gear down there!

Do any football clubs choose not to have a shirt sponsorship deal?

	So, a football club that pretends not to have a sponsor, but in reality, does?
			That's football I guess. Nice to hear that your Abramovich has already changed Chelsea's kit deal. He'll have a struggle earning more from football than his players.
	Reckon you're right there. That's not what he's in it for, though is it? It's all about status and avoiding Russian tax, isn't it?
			Blimey! You've gone a bit economicsy on me, haven't you?
	Well, we've been doing these chats for a while now; some of it had to rub off in the end.
			Well, you can count me out of all that. It's all funny money if you ask me.
	What, a bit like the dosh you gave the market in return for using their gaff as a lorry park?
			I wasn't to know it was dodgy, was I?

How do players arrange their sponsorship deals?

Yes, could be, but I wonder about the rest of the game. Is it all actually being sold off?

Pah! Real Madrid and their galacticos are a busted flush! Think it's the end for that lot.

Do all sports events/organisations/individuals encourage sponsorship?

	Told you so. The businesspeople are twigging that we don't all want their money in our sports. Interesting, isn't it? What do they actually get for their money, then, these sponsors?
			They just want to be seen to be doing the right thing. They're only interested in making money.

What's it worth?

			Just shows the gap between those that have and those that don't.
	But it also shows that these naming rights deals are hot news for smaller clubs too.
			'Course. They're all getting on the bandwagon, as I told you! It's all probably come from Europe - you know, one of those directions.
	Umm, 'directives', I think you mean!
			Ooooh! Proper little student, aren't we?
	Leave it! Anyway, I love the thought of these big businesses running around desperate to spend millions of pounds, just to have their name on a shirt.
			If you don't stop all this being interested in business, you're really going to start worrying me.
	Perhaps if you showed a bit more enthusiasm, you might learn something useful.
			Alright! Give me some more info then.

What can go wrong in the land of sponsorship?

Let's see, shall we?

A pretty spectacular case of sponsorship going wrong. But what about closer to home? Any British examples?

What happens when sponsorship goes wrong in the UK?

	Not so funny when it's a club, not a company, getting into hot water, is it?
			Well, I don't know. If you rely on a sugar-daddy to bankroll your club, you get what's coming in the end. Don't suppose there's many non-Chelsea fans who wouldn't have a laugh if Abramovich went the same way as his mate.
	Who are you talking about?
			You know, this bloke who controls Yukos, the Russian firm that's up to their eyes in trouble with Putin. I'd love it if that happened to Chelsea.
	Not taking a bit of interest in business news are we? You'll be watching the Money Programme next!
			Moving on... Anything else we need to know about sponsorship, then?

Other current features of sports sponsorship

			Sounds great! A DIY firm sponsoring the Football League? If they give out brushes and paste, I can stick up my own adverts at our football ground.
	'Our ground'? Thought you weren't going anymore?
			I've changed my mind. Thanks to this little chat.
	Pesky students!

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