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Definition of Sponsor
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.
Sponsorship
may be an arrangement to exchange advertising for
the responsibility of funding a popular event or entity.
For example, a corporate entity may provide equipment
for a famous athlete or sports team in exchange for
brand recognition. The sponsor earns popularity this
way while the sponsored can earn a lot of money. This
type of sponsorship, known as cause-related, is prominent
in the sports, arts, media and charity sectors.
When
commercial radio stations began broadcasting in the
early 1920s, the programs were aired without advertising.
Many radio stations were established by radio equipment
manufacturers and retailers and programming was provided
to sell radio transmitters and receivers. This led
to a system where radio and television programs were
financed by selling sponsorship rights to businesses.
Eventually, the broadcasters began selling smaller
blocks of advertising time to several businesses.
Sponsorship
is also becoming increasingly important in education.
Many companies want their logo on sponsored equipment
in return. Formula One teams relied on the income
from tobacco advertising. Other types of sponsorships
revolve around companies paying for parts of television
broadcasts and sporting events which bear their name.
For example college bowl games now contain the name
of their sponsor such as the Tostito's Fiesta Bowl.
Many
times a company's motives for sponsorship are altruistic
in order to create goodwill in the community which
increases their good reputation. However, sponsorship
is more commonly used to derive benefit from the associations
created for a company's brand(s) or image as a result
of the sponsorship.
People
may sponsor an individual or group of people to undertake
a fundraising task, usually for a charity or other
cause requiring funding.
Sponsorship
belongs to the promotional tool of Marketing.
In
Japan, sponsorship is prevalent in television, as
evidenced by each Japanese television series (after
its opening sequence, its ending and subsequent episode
preview).
US
naval craft are sponsored before they are launched
by a prominent female personage. (Credit:
Wikipedia).
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