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Hi there.

My name's Miss Hacking.

I'm going to be your teacher for today's lesson.

Today's lesson, we're going to be talking about sponsorship and how it impacts lots of different people involved in sport.

I'm really looking forward to today's lesson.

By the end of today's lesson, I'm hoping that we're all going to be able to describe the different types of sponsorship and discuss their impact on performers, sports, officials, spectators, and sponsors.

Sometimes with sponsorship, we can all think that sponsorship only involves money, but by the end of today's lesson, I'm hoping we can name some other types of sponsorship too.

Our keywords for today's lesson, media, sponsors, sponsorship and financial sponsorship.

Now, you may wish to pause this slide just to get a note down of all of our keywords' definitions.

You may need those in today's lesson.

So, our lesson today is going to be split into two sections.

The first learning cycle, we're going to describe the different types of sponsorship.

Like I said earlier, it's not just financial sponsorship that we are going to be talking about today.

And for the second part of today's lesson, we're gonna be discussing how sponsorship can impact all the different stakeholders in sport.

So let's get started.

So sports can offer valuable advertising opportunities for brands and companies to gain visibility around the world.

If a sports player or sports team or sports facility publishes or advertisers a brand's logo, it means that more people are able to see that brand who might not have necessarily known about that brand or company before.

In return, the sponsors can give sponsorship and this can benefit the sport or the athlete.

So there's three types of sponsorship.

They come in the forms of financial sponsorship, clothing, footwear and equipment, and also facilities.

Let's have a little bit more look in detail about what these involve.

So financial sponsorship is when the sponsor gives money to the sport, the club, the team, the athlete, or the event.

This money can be spent on whatever the sport or the athlete chooses.

This is really useful particularly for athletes because it means that they can focus all their time and money on training as opposed to having to have a job as well as being a professional athlete.

Just like Sam said, "This means that athletes won't have to worry about working a job while doing all their training." In return for the financial sponsorship, athletes or club will advertise the sponsor's brand.

Here we can see in the picture with a tennis player that Emma Raducanu is wearing a Nike T-shirt and a Nike hat.

This suggests that she's sponsored by Nike, and Nike will want her to wear their Nike products at a high profile competition so that lots of people are also able to view the products themselves and are more likely to go and buy them, which means a sponsor such as Nike will do really well from Emma Raducanu playing in their branded kit.

Let's have a go at a check.

which is a correct definition of financial sponsorship? Is it A, sponsors giving clothing and equipment to athletes? Is it B, sponsors giving facilities to clubs in return for advertising? Is it C, sponsors giving money to athletes in return for advertising? Or is it D, athletes giving money to sponsors in return for equipment? Yes, well done.

It's obviously C.

The sponsors giving money to athletes in return for advertising.

Remember, financial means to do with money.

Sponsors can also provide clothing, footwear and equipment as a means of sponsorships to sports, clubs, teams and athletes.

This is not financial sponsorship as they are not giving money.

They are giving clothing, footwear and equipment.

What type of equipment might a sponsor provide? Have a think.

Sponsors could provide any type of equipment that would be useful to the athlete.

It might be things that they would need in their sports such as tennis rackets or footballs, but it also might be equipment to help with their training or recovery such as resistance bands or weights.

A company may choose to provide facilities for a club.

Examples of this could be a stadium or a stand of a stadium.

We often see this where stadiums are named after the sponsor themselves or parts of a stadium like a stand is named after the sponsor.

Can you think of any examples of sponsored facilities? There's lots of examples around the world and in the UK, but one example would be the Etihad Stadium, which is Manchester City Football Club's home ground or the M&S Bank Arena in Liverpool, which hosts sporting events like netball and gymnastics, as well as other things as well.

Let's have a go at a question.

True or false.

Financial sponsorship is the only type of sponsorship that will benefit athletes.

That's false.

Sponsors also provide clothing, footwear, equipment and facilities that can benefit an athlete too.

So let's pass over to you now so that you can have a go at a practise task.

The first part of Task A that I'd like you to do, can you identify the three different types of sponsorship? When you've done that, I would like you to describe how two of these types of sponsorship could help a performer.

You may wish to pause the video now to give you time to write those answers.

So, identify the three different types of sponsorship.

I hope you've written financial sponsorship, clothing, footwear, and equipment and facilities.

Well done if you got those three correct.

So for the second part of the task, I asked you to describe how two of these types of sponsorship could help a performer.

Now, you may have written, by providing financial sponsorship, an athlete can put more time into training rather than work, and this should improve their performance.

You also might have mentioned that a sponsor may provide an athlete with the most up to date clothing and equipment for them to compete in, and this could improve their performance.

For example, if a sponsor provided a cyclist with a new bike that was more aerodynamic than what they'd previously had, they're going to cycle faster.

A sponsor may provide new facilities that an athlete can train and compete on.

Having new facilities helps an athlete to perform at their best standard.

So for example, if a sponsor provided a new running track to a local stadium where lots of top athletes train, then it means they'll be able to train on the proper surface that they will be competing on, which helps them to run faster.

Well done if you've got those right.

Okay, let's move on to the second part of the lesson.

We are going to discuss sponsorship's impact on all the different stakeholders in sport.

So, first of all, let's talk about the positive impacts of sponsorship on the performer.

We've already touched upon these a little bit earlier in the lesson.

Firstly, like we've said, without the worry of having to have a job as well as training, they have more time to train because they now have money and funding to be able to fund their lifestyle and to focus their full effort on all their training.

They also get free clothing and equipment, which is obviously a benefit for the performer as they can have up to date and the top quality equipment without having to pay for it.

And again, they have less financial worries because they're not worrying about having to get a job and fit that around training because they're being sponsored and they get their money, they have less to worry about and they can just focus solidly on being the best sports performer they can be.

However, there are some negative impacts of sponsorship on the performer, and these include that the performer has to commit to the demands of the sponsor, which may affect training.

It may be that the sponsor requires the athlete or the performer to make appearances at commercial events or be filmed for adverts, and this could get in the way of their training or their life that they want to lead.

Sponsorship can be limited.

Sponsors may only sponsor a performer or an athlete when they're doing well, and if something goes wrong, they will pull out their sponsorship.

So usually it's part of a contract, but that contract may not last forever.

A performer can also become reliant on the sponsorship, which like we've said earlier, could stop at any point.

And big sponsorship deals are only available to the elite few, particularly in certain sports that are popular, whereas other athletes or performers in minority sports may not have access to any kind of sponsorship.

Some positive impacts of sponsorship on the sport include that sponsorship can be used at all levels of the sport from grassroots to elite sport to provide better facilities, more coaching and development programmes that help everyone.

So sometimes people think that sponsorship just goes to the elite performers or the elite level of sport, but actually if a sport is being sponsored, they can choose where they put their money, their equipment or their facilities and how they use them to really benefit the sport as a whole, which is why a lot of sports often put some of the money and the facilities back into the grassroots level of sport.

Some of the negative impacts of sponsorship on the sport include that sports can be manipulated to suit the sponsor.

Sponsors want them as many spectators to be watching the sport as possible so that their brand is shown to as many people as possible who are more likely to buy the product that the sponsor is advertising.

Therefore, sponsors will try and manipulate sports to make them more watchable and more entertaining for the spectators.

This then leads to the focus coming away from the actual sport and more of the focus of making money.

This is why sometimes the dates and events have changed times and locations to suit the spectators or the sponsors as opposed to suiting the sport or performers.

Some sponsors can be inappropriate.

For example, a football team being sponsored by an alcohol or cigarette company isn't setting a very good example and doesn't reflect greatly on the sport.

Time changes.

So again, the sponsor will want as many spectators as possible to be watching the sport.

Therefore they'll be putting it on times during the weekend or on an evening when more people are likely to be watching.

Rule changes can happen as a result to make the sport more entertaining, such as with 2020 cricket, where they make the game shorter to only include 20 overs so that their batters are hitting balls harder, hitting more fours and sixes and getting out more often, which makes it more exciting to watch.

And again, minority sports do get very little sponsorship, which makes it unfair for certain sports who don't receive any kind of money towards their programmes.

Why do you think minority sports don't get very much sponsorship? This can link to when we talked about the media in sport.

Minority sports don't get shown in the media and therefore people don't know about them and don't want to watch them because they don't know about them.

Therefore, a sponsor wouldn't want to sponsor a minority sport because it won't get as big a audience watching it and it will reach less people who may potentially buy the brand.

Let's have a go at a question.

True or false, sponsorship can only benefit the sport at elite level.

Elite level means the professional level, the best, the best level.

That's right, it's false.

I wonder if you can tell me why.

Yes, sponsorship does benefit the sport at elite level, but it also benefits the sport at all levels as money, equipment and facilities can be used at all levels within the sport.

So like we said earlier, it goes back to the grassroots and the sport can choose where the money is going.

There are positive impacts of sponsorship on the officials as well.

The officials are people like the referee, the scorer, the line judge or the umpire.

A positive impact of sponsorship on the official is that it provides money to pay wages, and this goes from elite sport to also grassroots sports as well.

Now, without sponsorship going into sport, the sports themselves may not have as much money to pay the wages of officials.

Therefore, this provides more of an opportunity and more of a career path for those officials.

By providing money, it creates an official development training to enable a higher standard of official as well.

Again, more money going back into the sport creates pathways so that officials can go through robust training that cost money to train and therefore are able to become better officials as a result, and therefore the sport is better able to be regulated by the officials.

Some of the negative impact of sponsorship on the official includes that officials may feel increased pressure to favour the interest of the sponsors, which could potentially compromise their integrity.

For example, if an official had to send a popular player off who brought in lots of big sponsorship deals and who the crowd and TV audience wanted to watch, it could upset the sponsor who may not want to invest in that sport again, which could cause problems for that sport.

Some of the positive impacts of sponsorship on a spectator includes that it becomes a better spectator experience through bigger stadiums and more advanced facilities.

Because the sport now has more money, they're able to put more money back into the facilities for the spectators, which therefore provides a better spectator experience.

Also, again, because there's more money in the sport, the standard of players increases, which means that it's more enjoyable to watch.

Players are able to be trained at a higher level through advanced equipment and through higher training coaches and development programmes.

Therefore, it's more enjoyable to watch the better players play.

There's also more opportunities for spectators to watch these sports.

Due to the fact that there's more money in the sport, they provide more opportunities for the media to show them.

However, there are some negative impacts of sponsorship on the spectator, and these include that there's more advert breaks in the big events to allow sponsors to advertise their brand.

For example, there can be up to 20 advert breaks in one game of NFL.

Ticket prices increases because sponsorship provides more money and therefore more media coverage of the sport.

It enables more people want to actually see the sport and see these top performers that are being sponsored by the brands, and therefore ticket prices increases because it becomes more popular.

Some of the positive impacts of sponsorship on the sponsor include that it raises awareness of their company or brand, especially being advertised by the most popular or the most famous sport performers or athletes.

It advertises products or services that maybe spectators or viewers hadn't already heard about.

And also, being linked to a sport can promote a positive healthy image for that company.

Through media exposure, the sponsor and the brand can increase their sales and revenue through promoting products through the athletes, and it's also a way of reducing tax through tax relief for the sponsor.

However, there are some negative impacts of sponsorship on the sponsor, and these include that it can be an uncertain investment as sport success is not guaranteed.

There are also negative impacts of sponsorship on the sponsor, and these include that sponsoring an athlete is an uncertain investment as sport success is not guaranteed.

So if a sponsor sponsored a team that was top of the league, for example, they may not stay top of the league for the whole season and therefore may not have as much success.

A sponsored performer could also cause negative publicity for the sponsor.

This could reflect badly on the sponsor and ultimately negatively affect sales and revenue.

For example, if a sponsored performer took performance-enhancing drugs and was seen as a cheat, then the sponsor who associated with that performer may also be associated as a cheat and people may choose to not buy that product from the sponsor as they associate it with cheating or drug taking.

If an event gets disrupted, for example, with bad weather, it could negatively impact the potential to advertise.

For example, at Wimbledon, if there is a sponsor that has sponsored one of the courts, but that court keeps getting rained upon, then there's not going to be much media coverage of that court and therefore the sponsor's logo, the sponsor's brand, is not going to be seen.

Let's have a go at a question.

How does sponsorship have a positive effect on spectators? A, by providing money to spectators.

B, by enabling a higher standard of performers for spectators to watch.

C, changing the kit to include the brand's logo, or D, including extra advert breaks in big matches.

Well done if you put B.

Sponsorship has a positive effect on spectators by enabling a higher standard of performers for spectators to watch, which is much more interesting and makes a game more exciting.

Now it's your turn to have a practise.

Let's see how you get on.

Task B.

Question one.

Can you identify two groups that may be impacted by sponsorship in sport? And task two, can you discuss the impact that sponsorship in sport has on the sponsor? Remember that keyword discuss.

We like to talk about the positives and the negatives.

You may wish to pause this slide now so that you have a chance to write down your answers.

Good luck.

Okay, question one.

Identify two groups that may be impacted by sponsorship in sport.

I'm hoping that you've written what two of the following.

You may have said performers, the sport, officials, spectators or the sponsor.

Well done if you put two of those.

Question two, discuss the impact that sponsorship in sport has on the sponsor.

So again, I was hoping that you would talk about the positives and the negatives.

You may have written something along these lines.

Sponsorship in sport offers sponsors increased brand awareness, effective product advertising, and a positive healthy image, which can enhance public reputation and often boost sales and revenue through media exposure.

It can also provide tax relief.

However, there are also potential negative impacts for the sponsor as it can be a risky investment since sport success isn't always guaranteed.

Negative publicity from a sponsored athlete or disruptions like bad weather can hurt the sponsor's image and limit advertising potential, ultimately negatively affecting sales.

Okay, let's summarise today's lesson.

So there's three types of sponsorship.

They are financial sponsorship, clothing, footwear, and equipment and facilities.

The influence of sponsorship in sport can have both positive and negative effects for the performer, sport, official, spectator and sponsor.

Positively, it can provide money, it can provide equipment and facilities to enable sports to develop.

However, on the negative side, sponsorship can shift the focus away from the sports itself, turning it into more of a business where making money becomes the most important thing rather than playing and enjoying the game.

Thank you very much for working so hard in today's lesson.

I hope you enjoyed it and I hope you remember what we've learned.

I'm looking forward to seeing you next time.