75th Anniversary Issue: Disciplines - Sponsorship - from Patronage to Leveraged

Marketing, March 7, 2007 | Go to article overview

75th Anniversary Issue: Disciplines - Sponsorship - from Patronage to Leveraged


Sponsorship has existed since ancient times, but only recently have brands moved in on the scene.

Sponsorship was born out of philanthropy and patronage. In ancient Greece, Athenians paid to sit close to the Chorus; in Renaissance Italy, great art was funded as a show of status by wealthy families such as the Medicis. In Victorian England, rich businessmen such as sugar magnate Henry Tate endowed the arts, leading to the creation of the gallery bearing his name.

By the early 20th century, far-sighted marketers were beginning to appreciate the commercial possibilities of sponsorship. New York Herald publisher Gordon Bennett created motor and balloon races in the early 1900s as a means of promoting his newspapers, as well as indulging his playboy lifestyle.

Player sponsorship and endorsement came to the UK in the 40s, when the incomparable Denis Compton, who played football for Arsenal and cricket for England, appeared as the 'Brylcreem boy' in ads for the hair-grooming brand.

In 1963, Gillette helped create the one-day cricket competition that subsequently became the NatWest and C&G trophy, while in 1968 Imperial Tobacco's Gold Leaf brand was the first to appear on the livery of a Formula One car.

Among those who really shaped the sponsorship scene, says Tim Crow, director of consultancy at Karen Earl Sponsorship, was super-agent Mark McCormack, founder of IMG, 'who was the first to understand you could commercialise and sell sports people'.

Equally important, believes Crow, were Patrick Nally and Horst Dassler, who together created the multi-sponsor model for major events so prevalent today through their work on the 1978 and 1982 FIFA World Cups. These provided a platform for heavyweight global brands such as Adidas and Coca-Cola.

More recently, the growing reach and sports programming of Sky has created new sponsorship opportunities. And during the 80s and 90s a range of properties were created with great appeal for brands, including the Rugby World Cup, FA Premier League, UEFA Champions League and Heineken Cup.

'I think one of the most iconic examples of sponsorship was the creation of Lucozade Sport, because here you have an FMCG brand that was launched through sponsorship,' says Fast Track chairman and former Olympic medallist Alan Pascoe.

Arts sponsorship has snowballed from a business worth pounds 600,000 a year in 1976 to pounds 250m a year today. 'The days when a company chairman would write the cheque to sponsor something that was a personal passion are over,' says Arts & Business chief executive Colin Tweedy. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

75th Anniversary Issue: Disciplines - Sponsorship - from Patronage to Leveraged
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.