DEFINING SPORT SPONSORSHIP

Dr Robin McConnellSport Studies

University of Canberra

Defining Sport Sponsorship

• Sport sponsorship is a transactional relationship through which commercial benefits accrue for the sponsor partner and financial or service benefits for the sponsored sport partner

• Sponsorship is a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and association that may be used for commercial advantage

Sleight, S. (1989). Sponsorship: What Is It and How to Use It. London: McGraw Hill

• To sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. A sponsor is the individual or group that provides the support, similar to a benefactor.

Multiple Authors. (5 February 2010) Sponsor (commercial). Wikipedia.http://en.wikipedia.org/wiki/Sponsorship (Accessed 5 Feb 2010)