Common Issues with Revenue Generated from Broadcasting Right
February 12, 2025
What is a Currency War ? A currency war is a situation wherein devaluation of currency by one country is retaliated by a competitive devaluation from the other country. For instance if the United States were to devalue the dollar against the Pound Sterling and if the British retaliated with their own devaluation then the […]
In the previous article, we discussed as to how derivatives contracts can be dangerous and can pose a systemic risk. Then the question arises as to why are derivates needed at all? If they are dangerous financial instruments, that can pose a risk to the safety of the entire financial universe, then why is it […]
The traditional financial theory assumes that all investors are rational. Hence, they believe that all investors will reach the exact same conclusion with regard to investment decisions. However, we see evidence of the opposite happening in the marketplace. Even if different people have the same information, they tend to process the information differently and come […]
With the passage of time, more and more pension funds are moving from a state-controlled pension fund regime to one in which pension funds are managed privately. Hence, every government needs a mechanism to promote investment in pension funds. Preferential tax treatments are one of the most important ways in which governments can encourage people […]
In the previous article, we have already seen that sponsorship is not really a risk-free activity. We became aware of the various types of risks which are faced by sponsors when they provide monetary assistance to sporting leagues. However, it is important to realize that the risks are not one-sided. Just like, sponsors are exposed […]
In the previous article, we have already seen that sponsorship is one of the predominant ways in which a sports league can generate revenues. However, it is important to note that sponsorships can happen at various levels.
For instance, sponsorship can be given to an individual, a team, or even an entire sports league. In each of these cases, the types of sponsorships and the types of events will vary.
For example, individual sponsorship is more prevalent in individual-led games such as tennis. It is common for high-ranking individual players to get sponsorship when they play in tournaments such as Wimbledon.
In this article, we will have a look at the various types of sponsorships given to individual players as well as how it impacts the overall finance of the league.
Many times, sponsors pay individual athletes to use the jersey with their logo and branding. This is beneficial to the sponsor since their brand gets exposed to a large audience both on television as well as live in the stadium. Jersey sponsorship is the most basic form of sponsorship agreement which takes place in sporting events.
For instance, it is common for car companies to sport expensive equipment such as cars and driving equipment in exchange for having the right to place their logo on this equipment in Formula One. Such type of sponsorship is also common in team events such as football and rugby.
Many times, manufacturers of sporting bicycles have also sponsored famous cyclists in order to undertake cross-country biking expeditions. Manufacturers of sports equipment around the world are interested in sponsoring key athletes in big events since it gives increased visibility to their products.
The brands obtain positive publicity in front of a concentrated target market. On the other hand, individual sponsors are able to focus on training and practice without having to spend money on their nutritional needs.
In such cases, corporate sponsors may be ready to bear the expenses of the athlete in exchange for having the right to use the athlete’s name and brand image for marketing purposes.
The fact of the matter is that individual sponsorships have the lowest economic value. Over the years, individual sponsorship has largely been replaced by brand endorsements which will be discussed later on in this module. This is because of the fact that individuals do not have as much bargaining power as a team or a league.
Hence, it is common for corporations to offer very low compensation during negotiations. The athletes are unable to negotiate a higher compensation since they have limited bargaining power. However, individual sponsorships are good for budding athletes who have not yet proven themselves and have become a well-known brand name.
It also needs to be understood that even though individual sponsorship is a direct contract between an individual and a league, it is common for leagues to get involved.
Many times, franchisors of sporting leagues oversee the sponsorship process and take a commission of the proceeds. Athletes do not seem to mind this arrangement since the presence of the league as a mediator helps them obtain a better sponsorship deal.
Your email address will not be published. Required fields are marked *