The beginning of the sponsoring as it is used today is from the many hundred years ago. The first sponsor were rich people who sponsored poets to write poems for them. So e.g. sponsored Gaius Clinius Maesenas the poets Horaz, Vergil and Properz. With these money these poets could write their important works that are known all over the world.. The beginning of the sponsoring is near the word “mazenatentum”. A definition of this word is the following: ”Patronage, by both definition and usage, is essentially an altruistic activity carried out with no expectation or return other than the satisfaction of knowing that is being done.” (Diggle 1975, 14). Later in time the rich people also sponsored other people, but the kind of people changed over time. In the beginning poets were sponsored, but in the mid age only scientist and artist were sponsored. In the end of the mid age there was also a new social class created, the bourgeoisie. These people also got rich and gave their money to scientist and artist.
In the 19th century there were not only single people sponsoring other people. There were founded art trends and science trends. And so some people didn’t sponsor only one but they sponsor a hole group of people with the same goals or same interests. The best example is the will from Alfred Nobel. He said that the best person of one year should have money to go further in his or her main thing. The sponsoring and its meaning like it is used today was found in the end of the last century. The companies started to give money to people who need this money to create something special. At first there was a donation but after a while it was renamed in sponsoring. In those years in the USA many universities were founded due the sponsoring from rich personalities. In Germany the rich personalities sponsored the art and so many art collections were created. Before this time the sponsor did not say that they want to have a return, but from this time on they said it openly. A turning point in the history of the sponsoring was in the 70s of the last century. The cigarette industry were not longer allowed to make commercial in the TV and so they search for a new way to get a commercial effect. The sport was the new thing. And with this thinking of the cigarette industry other industries followed. The sponsoring became more and more important and more and more clubs took advantage of the given chance.
Table of contents
1 Basics about sponsoring
1.1 Formation of sponsoring
1.2 Meaning of sponsoring
2 The system of sport sponsoring
2.1 The parts of the sport sponsoring
2.2. Companies as sponsors
2.3 The sport as the sponsored
2.4 Compartment agencies between the sponsor and the user
2.5 The mass medias as involuntary partner
Objectives and Topics
This seminar work provides a comprehensive overview of the mechanisms and structures within sport sponsoring, exploring its historical development, defining its core characteristics, and examining the interdependent relationships between sponsors, sports entities, agencies, and the media.
- Historical evolution of sponsoring from patronage to commercial tool
- Theoretical definitions and functional scope of modern sponsorship
- Classification of sponsors based on their association level with sports
- Structural roles of agencies and intermediaries in sports marketing
- The influence and involuntary partnership of mass media in commercializing sports
Excerpt from the book
2.2. Companies as sponsors
The first obvious sponsoring was seen in the 1960s. The biggest mineral oil companies (Shell, Esso and BP) got engaged in the car racing sport by placing relatively unobvious stickers on the cars. These companies had a direct reference with the sport. A few years later there were many other companies, which had no direct reference with the sport. These were in the most cases companies from the cigarette industry, because there was a law that forbids the cigarette commercial on TV. So they used the changes to make commercial with the sport. The next sport which was sponsored was rowing. This was the beginning of sponsoring in all different kinds of sport. Since this time sponsoring has grown constantly. The sponsoring can be coming from international, national, regional or local companies but there are no categories which are meaningful. But there is one criteria which makes the credibility of the sponsoring and helps to reach the set goals of the sponsor. The product has to be able to be associated with the sport. Four levels to describe the association are:
1. product from the first level (sport products) are products which are used directly during the sport
2. products from the second level (sport near products) are products which are not necessarily needed to make sport
3. products from the third level (product far from the sport) are products which only have an indirect relation to the sport
4. product from the fourth level are product which have nothing in common with the sport
It is clear that the companies from the first group have the most context to the sport and they are the most important sponsors. These are for example ADIDAS or PUMA.
Summary of Chapters
1 Basics about sponsoring: This chapter traces the origins of sponsorship from ancient patronage to modern business practices and discusses various academic attempts to define the concept.
2 The system of sport sponsoring: This chapter analyzes the complex ecosystem of sports sponsorship, detailing the roles of corporate sponsors, athletic entities, specialized agencies, and media outlets.
Keywords
Sponsoring, Sport Management, Patronage, Commercialization, Sponsor, Sport Marketing, Agencies, Mass Media, Branding, Communication Tool, Sport Association, Professional Sport, Amateur Sport, Advertising, Sponsorship Definition
Frequently Asked Questions
What is the primary focus of this document?
This work examines the general concepts, structures, and systems of sports sponsoring as a professional management field.
What are the central thematic fields covered?
The core themes include the historical development of sponsorship, its commercial definitions, the classification of sponsors, and the functional relationships between the stakeholders involved.
What is the primary goal of this seminar work?
The goal is to provide a structured understanding of how the sport sponsoring system functions and how different participants interact within this economic framework.
Which scientific method is applied?
The work utilizes a literature-based analytical approach, reviewing historical evidence and existing definitions to build a systemic overview of the subject.
What specific topics are treated in the main body?
The main body covers the definition of sponsoring, the levels of sponsor-sport association, the role of sport agencies, and the significance of mass media as an involuntary partner in the process.
Which keywords characterize this work?
Key terms include Sponsoring, Sport Management, Commercialization, Sponsorship Definition, and Marketing Communication.
How does the author categorize sponsor-sport associations?
The author identifies four levels ranging from products directly used in sports to those with no common relation to sports.
What role do "compartment agencies" play in the system?
They act as intermediaries that facilitate contracts between sports organizations or individual athletes and corporate sponsors, often managing commercial rights.
Why is mass media referred to as an "involuntary partner"?
Media outlets, particularly TV, act as facilitators for sponsor visibility, often tolerating commercial content because the broadcast of sports events relies heavily on the funding provided by sponsors.
- Quote paper
- Thorsten Reichelt (Author), 2003, Sport Management. Sponsoring in General, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/171743
