Sponsorship of Sport Programs

 Sponsorship of Sport Programs


Sponsorships are a valuable source of revenue generation for all levels of sports, from youth to professional. There are many different sponsorship avenues, including individuals, local business, and corporations.

Using information from the assigned readings and your own research, write a paper that explains the concept behind sports sponsorships.

Address the following in your paper:

  1. What is the purpose of a sponsorship?
  2. Discuss the benefits associated with sponsorships for both the advertiser and the sports team/program.
  3. What criteria should be taken into consideration before a sponsorship agreement is signed, both from the perspective of the advertiser and the sports team/program?
  4. Discuss the role an advertiser’s brand can play in a sports sponsorship agreement.

Assignment Expectations

Write a 2½- to 3-page paper that addresses the four questions above.

To receive maximum credit, you must demonstrate understanding of context and purpose of the assignment by bringing all required elements (described above) to the discussion, and meeting additional expectations (described below).

Use at least three in-text references, preferably including one that is not provided in the assigned readings.

Required Reading


Eccles, R. (2010). Why sports sponsorships still pay off. Corporate Meetings and Incentives29 (4),14–19. Retrieved from Business Source Complete (EBSCO).

Faganel, A. & Bratina, D. (2013). Commercial sponsorship, brand image, and WTA Tournament.International Journal of Academic Research, 5 (2), 156–162. Retrieved from EBSCO.

Greenhalgh, G. P., & Greenwell, T. C. (2013). Professional niche sports sponsorship: an investigation of sponsorship selection criteria. International Journal of Sports Marketing & Sponsorship, 14 (2), 77–94. Retrieved from EBSCO.

Ryan, A. & Fahy, J. (2012). Evolving priorities in sponsorship: From media management to network management. Journal of Marketing Management, 28 (9/10), 1132–1158. Retrieved from Business Source Complete (EBSCO).