Sport Management. Sponsoring in General

Term Paper , 2003 , 10 Pages

Sport - Miscellaneous

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.

Inhaltsverzeichnis (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
• 3 Literature

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This seminar work aims to provide a comprehensive overview of the concept of sponsoring, with a particular focus on its application within the realm of sports. It explores the historical development of sponsoring, examines its core principles, and analyzes the diverse roles of different stakeholders involved.

• The historical evolution of sponsoring from its early forms to modern-day practices.
• The role of companies as sponsors, including their motivations and objectives.
• The various types of sponsoring relationships within sports and the significance of intermediaries.
• The importance of mass media in shaping and promoting sponsoring relationships.
• The complex interactions and dynamics between sponsors, sponsored organizations, and the public.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 delves into the origins and development of sponsoring, tracing its roots from historical patronage practices to its modern commercial form. It explores different definitions of sponsoring and examines the challenges of establishing a clear and universally accepted definition. The chapter also analyzes various perspectives on sponsoring, highlighting its significance as a communication tool for companies and as a crucial resource for sponsored entities. Chapter 2 focuses on the intricate system of sport sponsoring, examining the key components involved: sponsors, sponsored organizations, sponsoring agencies, and the role of mass media. It analyzes the motivations of companies in sponsoring sports and the advantages of partnering with sponsoring agencies. The chapter also discusses the multifaceted nature of sponsoring relationships, recognizing the influence of mass media in shaping public perceptions and promoting sponsoring initiatives.

Schlüsselwörter (Keywords)

This seminar work focuses on the concept of sponsoring, exploring its evolution, different types, key players, and significance in sports. It examines the historical roots of sponsoring, various definitions, the role of companies as sponsors, the importance of sponsoring agencies, and the influence of mass media. The work also explores the complex dynamics and interactions between sponsors, sponsored organizations, and the public.

• College: Comenius University in Bratislava
• Author: Thorsten Reichelt (Author)
• Publication Year: 2003
• Pages: 10
• Catalog Number: V171743
• ISBN (eBook): 9783640913589
• ISBN (Book): 9783656872955
• Language: English
• Tags: sport, sponsoring