Sponsorship is the financial support for a sport (whether this is an event, organisation or performer) by an outside body (be it a person or organisation) for the mutual benefit of both parties.

Sponsorship occurs at all levels of sport. School teams may have sponsored kit while elite athletes may be paid large sums of money to wear certain sportswear or use branded equipment. Sponsorship can be financial or in-kind payments. Sponsorship means both parties receive benefits from the agreement.

Types of sponsorship

• Individuals – display a logo, wear a particular brand, endorse products, pay training, competition and travel costs.
• Teams and clubs – wear kit, display banners, have a company name for the team or for the ground or for a stand/court in the ground, pay competition and travel costs.
• Sports – rename competitions, cups and leagues, brand their development programmes, improve facilities.
• Events – allow use of their logo on sponsors’ products, provide free products to participants, and fund the running of the event.