Concept information
Preferred term
sponsorship
Definition
- The payment of cash (or in kind) that a company may make to a league, team, event, individual or activity, for the right to exploit the commercial potential of being associated with that activity. The sponsorship of sports events accounts for about three-quarters of all sponsorship in the UK.There are many problems related to attempts to estimate the market size for sports sponsorship including: (1) firms and sports bodies are reluctant to release commercially sensitive data; (2) the market is highly fragmented, ranging from Olympic Games (TOP) to local sports teams; and (3) expenditure on sponsorship is often consumed within firms' broader marketing and publicity budgets. [Source: The SAGE Dictionary of Sports Studies; Sponsorship]
Broader concept
Belongs to group
URI
https://concepts.sagepub.com/social-science/concept/sponsorship
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