Contemporary dimensions of sports sponsorship

Abstract

Abstract Marketing developed close relation with sponsorship since the beginnings of the industrial era of sports. The relation has transformed in a stable relation, the two forces - the sponsor and the sponsored - transforming into two companions of journey. The effort undertaken in this work was focused on analyzing the modern aspects of the partnership generated through sports sponsorship.The current issue and sport sponsorship has come a long way since the first action of its kind until now. Based on the presentation of new concepts on the development efforts in sport sponsorship, content provides a detailed analysis of the actual specifics of this type of activity. Analysis of influence vectors sponsorship process gives us a picture of the forces that can act on this. At the end of our research we focused attention on elements that empowers sports portfolio in terms of corporate interest, the potentiation commercial message and image association. This technique of promotional community for and through sports is maybe the one that manifests the most “laic” status among the promotional forms. This epithet implies a metaphorical approach given by the possibility of accomplishing some objectives that can have some more obvious “corporality” than in the case of the other forms of promotion used in the sports industry. Sports sponsorship has been an early ally of sports, and has remained a basic communicational technique. This fact is due to some determination in double sense: on the one hand, sport has adapted permanently to the dynamics of the range of sponsorship techniques and, on the other hand, the sponsorship tried to use the chameleon-like offer of the sports potential.