Abstract
Today, sport occupies an important place in the advertising arena. However, it was not the same before. This connection appeared in the middle of the 1980s. Indeed, the public investment has been huge in sports where people came together such as in the case of the football and tennis. In the UK, Cricket and rugby are very popular. The professionalism in the sport created a several number of differences between different sports. To finance the different federations, an important number of sports have been searching for new investments and sponsors. A lot of companies fund opportunities in this context and use sport as a huge advertising channel or vector.
After the explanation of sponsorship, it will be important to explain how a brand name can be used by a champion to develop the image of a product or contribute to the increase of the reputation.
Today, investments in sponsorship are important. For example, David Beckam, who plays for Real Madrid, could have received about 17 million pounds in 2004, and 14 pounds millions in different advertising contracts.
It will be interesting to understand how the sport can contribute to develop a brand name or a product. Then, it will be important to grasp as to how the sportsmen and the company work together. Indeed, when we speak about sport we do not talk about money. Money is important, and it will be interesting to give a new point of view of the economic aspect.
Two parts will be developed in this case. Firstly, through the sport evolution, we are going to talk about subjects, such as the end of amateurism and the beginning of professionalism; Spectacle sport; bad effects with the example of Lance Armstrong, and finally, the gap and the modifications in the sport. Secondly, the we discuss the connection between advertising and sport and also about sponsorship with risks, followed by some examples.
We present the actual situation and give an opinion about the association between the Advertising and the sport.
