Sponsorship
Sponsorship is an activity in which an organization acts as a lender to an association, event or other initiative in exchange for promotion. Sponsorship is especially common in sports, media and cultural events and institutions. The purpose of the sponsor is often twofold: both supporting a social initiative and generating publicity.
The consideration for the sponsor's financial contribution usually consists of displays of its logo, sometimes accompanied by the mention of a slogan or website. These logos can be displayed, for example, on:
- Clothing: Many sports clubs and events have a shirt or clothing sponsor;
- Banners: During sports games in a stadium (boarding) or outdoors (banners);
- Name: Adding the name of a sponsor to a sports team, theater or soccer stadium, for example;
- Website: Most institutions that receive sponsorship money list the sponsors on their websites;
- Product placement: having a product or brand featured on radio and television, also called surreptitious advertising.
Often sponsors consciously choose to actively promote a sponsorship activity themselves. This creates even more attention for their support of a (mostly) social initiative, which can have a positive effect on the image.
