Writing task on Sponsorship in Sport

par Soulie Alice,

Forms of sponsorship:

-          Financial support

-          In-kind support

-          Endorsements

-          Media deals

Advantages for sponsors:

-          Increased brand visibility and awareness

-          Access to targeted markets

-          Builds a positive brand image

-          Potential tax benefits

Advantages for performers:

-          Financial support for training, travel, and competition

-          Access to better equipment and facilities

-          Raised public profile through brand partnerships

-          Reduced pressure to self-fund their career

Advantages for sport:

-          Investment helps improve facilities and development programs

-          Promotes the spirt to a wider audience

-          Attracts more participants and viewers

-          Raises standards and competitiveness

Advantages for audience:

-          More coverage of sports on TV and online

-          Better quality events and venues

-          Access to exclusive content or products

-          Exciting promotions or events linked to sponsors

Disadvantages for sponsors:

-          Risk of negative publicity if athlete/team performs back or misbehaves

-          No guaranteed return on investment

-          Lack of control over how the brand is represented

Disadvantages for performers:

-          Increased pressure to perform for sponsors

-          Can be dropped if injured or underperforming

-          Must attend media and promotional events, reducing training time

-          May have to use sponsored products even if nit preferred

Disadvantages for sport:

-          Can lead to over-commercialization

-          Sponsors may influence rules or scheduling

-          Smaller sports may struggle to attract sponsors

-          Focus may shift from sport to profit  

Disadvantages for audience:

-          Too many ads or logos during events

-          Expensive ticket prices due to commercial focus

-          Bias in media coverage toward popular, sponsor-friendly sports

 

Writing task on sponsorship in sport

par Durand Noémie,
  • Forms of sponsorship = finance, clothing and equipment or facilities 
  • Advantages for sponsors = associate to success, increase sales, money not taxes 
  • Advantages for performers = receive equipment, make money with sponsorship
  • Advantages for sport = funding improve sport, sponsorship money >> popularity and increase participation
  • Advantages for audience = improve viewers, improvement of the conditions for the public, better media quality 

  • Disadvantages for Sponsors = damage when role models is involved in bad buzz + performance enhancing drugs >> damage the image and consequences on sales 
  • Disadvantages for performers = need to perform on extra duties, bankrupt
  • Disadvantages for sport = pressure can affect the game (for example : video referees in rugby), minority sports are not represented 
  • Disadvantages for audience = become pay-per-view, timing of games can change depending on sponsor 

 

General feedback on your note-taking

par Diakese Demba Helene,

Alignment with video content 

Most of you demonstrated that you based your notes on the video content. Key points from the video, such as the three forms of sponsorship (financial, equipment, and facilities), as well as advantages and disadvantages for sponsors, performers, sports, and the audience, were generally well represented.

However, some of you  missed specific details (e.g., the example of Emirates sponsoring Arsenal’s stadium) and others, included extra categories (e.g, "corporate sponsorship"). This shows that some of you did not strictly rely on the video but instead used prior knowledge or additional sources. Remember, this was a listening task, not a research task. Your notes should reflect only what was covered in the video.

Adherence to note-taking instructions completeness:

Nearly all of you covered both advantages and disadvantages for each stakeholder.

Some of you provided brief or vague descriptions rather than detailed points from the video (e.g., "sport becomes more popular" instead of explicitly mentioning improved facilities, coaching, and grassroots development).

A few of you omitted specific disadvantages, such as "changes in sports rules due to sponsor influence" or "pay-per-view restrictions for audiences."

Areas for improvement precision:

Some responses were too general or lacked specific examples provided in the video. you should aim for more detailed explanations. Make sure you capture all key points from the video, especially disadvantages, which were sometimes underdeveloped.

We will delve into the various forms of sports sponsorship during the upcoming live class. In the meantime, here is an example of note-taking on the video content.

Example of effective note-taking

Forms of sponsorship:

financial: sponsors provide funding for athletes' daily living and training costs. In return, athletes promote the sponsor’s brand by wearing branded sportswear and appearing in advertisements.

Equipment: sponsors supply clothing, footwear, and equipment for free. for instance, nike and wilson provide roger federer with gear.

Facilities: sponsors invest in sports facilities, sometimes acquiring naming rights. for example, emirates paid arsenal football club to name their stadium.

  • Advantages of sponsorship:

For sponsors: improves public image, increases brand visibility, and sponsorship money is often tax-free.

For performers: allows full-time training, provides top-quality gear, and can bring financial stability.

For sport: helps develop better facilities, coaching, and community participation.

For audience: improves stadiums, increases media coverage, and makes sports more accessible.

  • Disadvantages of sponsorship:

For sponsors: association with negative role models (e.g., doping scandals) can harm brand image.

For performers: loss of sponsorship if reputation is damaged; additional promotional duties can interfere with training.

For sport: sponsors may influence rule changes that disrupt the game; minority sports struggle to find sponsorship.

For audience:: sponsorship deals may lead to costly pay-per-view access; game scheduling may be adjusted for advertisers rather than fans

Writing task on Sponsorship in Sport

par Domingos Linda,

Forms of Sponsoring:

  • Finance
  • Clothing & Equipment
  • Facilities

Advantages for Sponsors:

  • Success association: Linking with successful athletes or teams boosts brand reputation.
  • Brand visibility: Increased exposure of the brand through athlete gear.
  • Tax benefits: Sponsorship money is often not taxed.

Disadvantages for Sponsors:

  • Negative role models: Scandals can harm the sponsor's image.

Advantages for Performers:

  • Full-time training: Funding allows athletes to focus solely on training.
  • Top-quality gear: Athletes get the best equipment and clothing.
  • Wealth: Sponsorship can make athletes very wealthy.

Disadvantages for Performers:

  • Support withdrawal: Sponsors may withdraw support if the athlete's image is damaged.
  • Extra duties: Athletes must attend promotional events, affecting training.

Advantages for Sport:

  • Improved facilities: Sponsorship funds can enhance coaching and facilities.
  • Community programs: Increased participation through sponsored community initiatives.

Disadvantages for Sport:

  • Rule changes: Sponsors may push for changes that affect the game.
  • Favoritism: Major sports often get more sponsorship, leaving minority sports behind.

Advantages for Audience:

  • Better viewing experience: Improved facilities for spectators.
  • Increased coverage: More media attention due to sponsorship.

Disadvantages for Audience:

  • Pay-per-view: Some sponsorships may lead to paid coverage.
  • Changed timings: Games may be rescheduled for sponsor preferences.

Sponsorship

par Coulet Sarah,

Forms oh sponsorships :

  • Financial : sponsor help to pay for training, and for daily living 
  • Equipment : sponsor help for clothes and equipment for players, clubs… 
  • Facilities : sponsor use to enhance their brand images 

for sport : good for the coach and to develop the sport and give than an better image. But this is bad because in general, the best sponsors are for big sport like football, basketball but the minority sports haven’t this chance. 

for athletes : good for the same reasons as sports, it allows them to have good equipment too. On the contrary, it can be a performance pressure and can have a bad impact on the career of athletes. 

for spectator : good because it can make the stadiums more beautiful, communication and therefore make people want to come and see the sport. But however, if the brand had a bad buzz the reputation of the team can be affected…

Writing task on Sponsorship in Sport Eugénie

par Noblanc Eugénie,

Advantages for sponsors: Sponsorship helps promote the brand and may offer tax relief benefits.

Advantages for athletes: Sponsorship can improve an athlete’s performance by covering living expenses, enabling them to afford better coaching and improved working conditions.

Advantages for sports: Increased sponsorship can make a sport more popular, attracting a larger audience.

Advantages for the audience: With increased funding from sponsors, fans can enjoy a better experience, such as improved stadium facilities and more accessible events thanks to increased ticket sales.

Disadvantages for sponsors: If an athlete is involved in doping, it can negatively affect the brand’s image, leading to the sponsor withdrawing their support, which also causes issues for the athlete.

Disadvantages for sports: Some minority sports may not attract sponsors due to their limited market appeal. Additionally, sponsor influence might lead to changes in the rules of the sport.

Disadvantages for the audience: For viewers watching on TV, some channels require paid subscriptions, which can result in high TV fees.

Writing task on Sponsorship in Sport Jade

par Krummenacher Jade,

Forms of sponsorship:

Financial: Sponsors contribute funds to help athletes manage their daily expenses and training costs. In exchange, athletes showcase the brand by wearing its products during competitions and media appearances, and may also feature in promotional campaigns.

Equipment : Companies supply athletes with essential gear, including clothing, shoes, and equipment, at no cost. For example, Nike and Wilson equip Roger Federer with high-performance sports gear.

Facilities : Some sponsors invest in sports facilities, either fully or partially, in return for brand visibility. A well-known example is Emirates, which secured naming rights for Arsenal’s stadium to enhance its global presence.

 

Advantages for Athletes

Dedicated focus on sport: Financial support allows athletes to train and compete full-time without needing secondary employment.  Access to premium gear: Sponsors provide athletes with top-tier equipment, footwear, and apparel. Financial success and fame: Sponsorship deals can bring significant wealth and recognition, opportunities that were less common bfore modern sponsorships.

Advantages for Sport

Better coaching and infrastructure: Sponsorship funds can enhance training facilities and coaching quality, leading to improved performance levels. Growth in participation: Funding may support grassroots initiatives and events, encouraging wider engagement in the sport. Support for lesser-known sports: While major sports receive the bulk of sponsorship, some deals also help develop niche or emerging sports.

Advantages for Spectators

Improved viewing experience: Sponsorship money can be used to upgrade stadiums and spectator facilities.

Greater media presence: Increased funding leads to better media coverage, making it easier for fans to follow the sport.

Disadvantages for Sponsors

Reputation risk: If an athlete is involved in a scandal or controversy, it can harm the sponsor’s brand image. Financial instability: A company may suffer losses or even bankruptcy, impacting its ability to maintain sponsorship commitments.

Disadvantages for Athletes

Loss of sponsorship: A damaged reputation or poor performance could lead to losing financial support. Marketing obligations: Athletes may need to fulfill promotional commitments, which can interfere with training and competition schedules.

Disadvantages for Sport

Rule changes and commercialization: Sponsors may push for modifications in the game format to suit commercial interests, potentially affecting its integrity (e.g., video referees in rugby). Limited opportunities for smaller sports: Sponsorship is often concentrated on popular sports, leaving others with fewer resources.

Disadvantages for Spectators

Higher costs for viewing: Major sponsorship deals with broadcasters may lead to subscription-based or pay-per-view models, making access more expensive. Unfavorable scheduling: Games may be scheduled at times that prioritize TV ratings over fan convenience.

Writing task on Sponsorship in Sport, Noah NICOLAS

par Nicolas Noah,
  • Forms of sponsorship 

Event sponsorship, Team sponsorship, Individual sponsorship, Corporate sponsorship

  • Advantages for sponsors

Branding, advertising, tax relief

  • Advantages for performers

Good quality equipment, better fame, help (financial, ...), medical monitoring

  • Advantages for sport

More visibility (TV, events, competitions), more participation

  • Advantages for audience

Better media quality, improvement of the conditions for the public

  • Disadvantages for Sponsors

Negative image from the athlete to the audience, risk of bankruptcy, financial difficulties

  • Disadvantages for performers

The incorrecte image that an athlete promotes will damage the brand image and reputation

  • Disadvantages for sport 

Less chance of survival for minority/new sports

  • Disadvantages for audience

Lower chance of accessing some TV channel due to their cost

sponsorship in sport

par Gsegner Audrey,

Forms of Sponsorship: 

Financial support: Sponsors provide funding to cover the daily living and training costs of athletes, and in return, athletes promote the brand by wearing branded gear during competitions and interviews, and may appear in advertisements.

In-kind support: Sponsors provide clothing, footwear, and equipment free of charge (Nike and Wilson supply Roger Federer with top-tier gear).

Facility sponsorship: Sponsors fund or partially fund facilities, such as the example of Emirates sponsoring Arsenal’s stadium in exchange for brand exposure.

 

Advantages for Sponsors:

Improvement of public image: Being linked to successful athletes or teams enhances the public image of the sponsor.

Advertising and increased sales: Displaying the brand helps increase sales through advertising.

Tax relief: Sponsorship money is generally tax-free, allowing sponsors to reduce their tax burden.

 

Advantages for Performers

Full-time training and competition: Sponsorship allows athletes to train and compete full-time without the need for other jobs to support themselves.

Access to top-quality equipment: Athletes receive the best clothing and equipment through sponsors.

Wealth and recognition: Athletes can become extremely wealthy, something that may not have been possible before the era of sponsorship.

 

Advantages for Sport :

Improvement of coaching and facilities: Sponsorship money can improve coaching standards and sports facilities, raising overall performance levels.

Increase in participation: Funding may also be directed toward community programs and promotional events, potentially increasing participation in the sport.

Development of minority sports: While major sports receive the majority of funding, some sponsorship deals can benefit lesser-known sports.

 

Advantages for Audience :

Improvement of spectator facilities: Sponsorship money can be used to enhance spectator facilities, offering a better experience.

Increased media coverage: Major sponsors help raise the profile of a sport, leading to increased media coverage and allowing more people to follow the action from home.

 

Disadvantages for Sponsors :

Negative association: If athletes use performance-enhancing drugs or behave poorly, it can negatively affect the sponsor’s image, damaging their brand and sales.

Financial risk: Sponsors might face financial difficulties or withdrawal of support if an athlete's or event's image is damaged. Sponsors may also go bankrupt, affecting their ability to continue funding.

 

Disadvantages for Performers:

Withdrawal of support: If an athlete's image is damaged, the sponsor may withdraw support, creating financial problems for the athlete.

Extra duties: Athletes may be required to participate in advertisements or other promotional activities, which can interfere with their training schedules.

 

Disadvantages for Sport:

Changes to rules or format: Pressure from sponsors can lead to changes in the sport's rules or format (the introduction of video referees in rugby), which can disrupt the flow of the game.

Difficulty for minority sports: Sponsors typically prefer high-profile sports like football, which makes it harder for minority sports to find sponsorship opportunities.

 

Disadvantages for Audience :

Cost of televised sport: Sponsorship deals with media companies can result in a shift from free to pay-per-view coverage, increasing costs for the audience.

Inconvenient scheduling: Sponsors may influence the timing of games for prime-time exposure, which could be inconvenient for spectators.

Writing task Lucie Lemoine

par Lemoine Lucie,

Sport sponsorship has become a major source of investment. When a company provides support, the athlete must use it to promote the brand and thus increase the company’s revenues. 

Advantages for sponsors:  promote brand and reduce tax relief.

Advantages for performers : have better performances because the sponsor can help pay for living expenses so have better coaching, better conditions to work.

Advantages for sport :  sport becomes more popular and attracts more people.

Advantages for audience :  if sponsors give money then a better reception will be given to the public for example in a stadium thanks to the cash entries, the supporters will have a nice viewing experience.


Disadvantages for sponsors : if the athlete dopes it sends a bad image of the brand so the sponsor withdraws which is also an inconvenience for the sportsman.


Disadvantages for sport : some sports are minority and not valued by sponsors for marketing reasons, the sponsor’s influence can lead to changes in the rules of a sport.


Disadvantages for audience: for the public watching television, some channels are paid and TV fees are very high.