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Now Lets Hear from Our Sponsors

In: Business and Management

Submitted By z7h12
Words 1414
Pages 6
Now Let’s Hear From Our Sponsors Look around in a stadium or arena of your favorite sports team. You will see advertisements or sponsors everywhere you go. Majority of new stadiums and fields opening up across the country has names of companies in their name. From professional sports through even high school, that’s how sports make their money. The advertisement in the media relating the teams to their product also shows up to the public eye. With the amount of income coming from companies willing to put their name on the team’s jerseys, does it affect how the players perform on the field? Everywhere in a stadium there are advertisements. In NASCAR each driver has a huge logo on their hood of the car also many stickers on the side. Are sponsorships making sports a business to have an enjoyable time or just to make money? I believe that sponsorships gives sports a good reputation because it bring business to cities across the country and sports today do more with their sponsorships such as charities and fundraisers for the less fortunate. The sports industry today has an annual income of over $23 billion in the United States (Professional Sports Average Salary). The growth of sports gives the economy better standing because of the increasing revenue. With sponsored stadiums and teams across the country, businesses invest their money to advertise themselves from sports teams. MetLife was the first sponsor to claim a corner of the building of the New York Giants and Jets’ stadium, which opened in 2010. Then last August, the insurance company elected to go all in, signing a 25-year naming-rights deal, brokered by Wasserman Media Group, reportedly worth $425 million. Prior fto the christening of the facility as MetLife Stadium, the company was paying some $7 million a year for its sponsorship (Crupi). Companies are willing to spend millions to get their name out to people. The economic benefit of the sponsorships grows in the media spotlight also. In just the Super Bowl alone, $10.1 billion was spent on advertising (Ozanian). Media advertising in sports give businesses a great opportunity to promote their product/service. I feel that it’s great for companies to have sponsored stadiums. The team organization won’t need to spend more money on a stadium since a sponsor will pay part of it, and it’s advertisement for a business. The national and sometimes global exposure of the stadium will get people recognizing who sponsored them and get them interested in their company. The use of sponsorships in sports is just one aspect that could bring the economy back to its stable standard. The effects of sponsors in sports help make it possible for the industry to make charitable donations for people across the nation. In exchange for a financial donation, a corporation's name and logo are included on all mailings, advertisement and other promotional material produced by the nonprofit (Henderson). The increase visibility of a company’s name and logo leads to increased brand recognition throughout the community (Henderson). Sponsored companies that contribute to charities benefit from their good duty. How this linked into sports is that it creates a bridge between the companies and the people in need. Sport organizations such as the NBA are known for their charitable actions throughout the years. With hospitals visits to ill patients through giving kids a better education with supplies is a great example of how sponsors in sports help the community. The sports industry today is going beyond than just providing entertainment. They are becoming activists and role models to many across the nation. I believe that sponsors not only advertise themselves, but also give back to the community to show their gratitude to the nation. The humility of how sports and business come together to do good is what makes sports a great industry. The sports industry today has a big impact on the revenue of businesses invested in the sport team. Sponsoring gives large companies an opportunity to be seen by their clients, employees and stakeholders to support another brand that holds desired values and prestige. They can thus take advantage of the ‘reflected glory’ that association with a bigger and possibly more established brand can bring (Why Sponsor?). Sport gives businesses an opportunity to be known to the public and be give business to them. Some would say that sponsorships do not always give a positive value in sports. The use of sponsorships in high schools does not always give the best messages to the students. While commercialism in schools can directly harm students – marketing sodas and candy undermines nutrition curriculums, for instance – it also might discourage students from thinking critically about the brands, messages or topics sponsored in their schools (Lin). The effect of those types of sponsors is negative for high school students. Promoting unhealthy products is not ideal for a society that wants to be fit. On the other hand, the use of sponsorships has great benefits for businesses. I feel that high schools should allow sponsorships under the schools discretion. The schools can make the decision whither to have an agreement with a company and promote their product/service. The sponsorship will have no effect on the students, only increasing their funding for the athletic program.
A recent study conducted by the James Madison University Center for Sports Sponsorship concluded, “NASCAR sponsorship is the best buy in marketing.” Sponsorship in NASCAR is so appealing because sponsors see an immediate return on their investment after making the commitment to sponsor a NASCAR team or be a corporate sponsor (Kirby). Businesses who invest in NASCAR have big success in their company. Sponsorships are not all bad in sports. I feel that NASCAR has embraced the use of sponsorships in their sport. Every driver has a main sponsor on their car and smaller sponsors on stickers. Even though their car looks like someone “spammed” logos on them, they have a purpose for being there. Even though some advertisements give undesirable traits to its audience, overall the media in sports have given everyone encouraging promotions. Sponsors in the sports industry will boom in business and will never regret their investment. Sponsorships in sports bring business to cities across the country and have a positive impact on society. The investment in stadiums and the connection with charities is what makes sports and business a great pair. Sponsoring a sports team does cost lots of money but companies will not be disappointed in the increase of income from media advertisements and logos stitched in their uniforms. The economy and business world strive in the sports industry. With a large audience and supportive community, sponsors make an influence to their business and to the vision of sports overall.

Work Cited
Crupi, Anthony. "What Does an Insurance Company Need With a Stadium?" Adweek – Breaking News in Advertising, Media and Technology. N.p., 30 Jan. 2012. Web. 17 Nov. 2012. <http://www.adweek.com/news/advertising-branding/what-does-insurance-company-need-stadium-137795>.
Henderson, KJ. "Advantages for Corporations Sponsoring Charitable Organizations." Small Business. Demand Media, n.d. Web. 17 Nov. 2012. <http://smallbusiness.chron.com/advantages-corporations-sponsoring-charitable-organizations-503.html>.
Kirby, Evelyn. "The Use of Sponsorships in NASCAR." - St. Bonaventure University. St. Bonaventure University, n.d. Web. 17 Nov. 2012. <http://www.sbu.edu/studentresearch.aspx?id=25420>.
Lin, Joanna. "Corporate Sponsorship in Schools Can Harm Students, Experts Say." California Watch. N.p., 8 Nov. 2011. Web. 17 Nov. 2012. <http://californiawatch.org/dailyreport/corporate-sponsorship-schools-can-harm-students-experts-say-13464>.
Ozanian, Michael K. "Sponsors Splitting From TV Sports." Forbes. Forbes Magazine, 11 Mar. 2009. Web. 17 Nov. 2012. <http://www.forbes.com/2009/03/11/corporate-sports-sponsorship-slumps-business-sports-money-tv-advertising.html>.
"Professional Sports Average Salary / Revenue / Salary Cap." Statistic Brain RSS. N.p., 1 Dec. 2011. Web. 18 Nov. 2012. <http://www.statisticbrain.com/professional-sports-average-salary-revenue-salary-cap/>.
"Why Sponsor? Sponsorship Benefits & Event Sponsorship Benefits." Start a Business with Our Business Plans, Sample Contracts and Expert Advice. N.p., 16 July 2007. Web. 17 Nov. 2012. <http://www.morebusiness.com/running_your_business/marketing/Sponsorship-Marketing.brc>.
Zhao, Emmeline. "Corporate Sponsorship In Schools Can Harm Students, Experts Say." The Huffington Post. TheHuffingtonPost.com, 09 Nov. 2011. Web. 17 Nov. 2012. <http://www.huffingtonpost.com/2011/11/09/corporate-sponsorship-in-_n_1084072.html>

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