THE ROLE AND PLACE OF SPONSORSHIP IN SPORTS

Abstract

The article states that sponsorship is understood as one of the components of sports marketing, which includes comprehensive promotion of a company or brand through a specific sporting event.

The article shows that the main difference between sports sponsorship and ordinary advertising is that sports sponsorship involves the involvement of the audience in a certain marketing communication, while ordinary advertising is perceived only as an annoying intrusion into privacy. If done correctly, sports sponsorship can bring the advertised brand as close as possible to a wide range of potential consumers and create a positive associative link between the favorite sport and a particular company.

The article mentions that sports sponsorship is one of the well-known marketing communication channels in all developed markets, primarily in the USA and Europe, characterized by its high organization and attractiveness.

The high level of development of this area is expressed, especially, by the high level of institutionalization of the segment.

The article mentions that the reasons for the increase in sponsorship income are the ineffectiveness of traditional advertising means, scientific and technical progress, more com-prehensive coverage of sponsorship events, the development of the entertainment industry, globalization, the increase in the prices of advertising and traditional information channels, and other reasons.