THUONG MAI UNIVERSITY

BANKING AND FINANCE DEPARTMENT

--🙞🙜🕮🙞🙜--

DISCUSSION
SUBJECT: ENGLISH FOR SPECIFIC PURPOSES 1

Topic: Sport

Lecturer: Bui Thi Thu Trang

Class code: 241_ENTI1011_35
Group: 6

HA NOI, 2024
TABLE OF CONTENTS
I. INTRODUCTION............................................................................1
II. SPORTS SPONSORSHIP.............................................................2
2.1. Basics of sports sponsorship..............................................2
2.1.1. What is sports sponsorship?........................................2
2.1.2. Historical development of sport sponsorship............2
2.2. Types of sports sponsorship..............................................3
2.2.1. Financial sponsorship....................................................3
2.2.2. In-kind sponsorship.......................................................3
2.2.3. Media sponsorship.........................................................4
2.2.4. Promotional sponsorship..............................................5
2.3. The influence of sports sponsorship.................................6
2.3.1. For Athletes and teammates........................................6
2.3.2. For Sponsor.....................................................................7
2.4. Example of successful sports sponsorship......................8
2.4.1. About the sponsorship..................................................8
2.4.2. How it benefited both sponsor and sponsor receiver
..................................................................................................... 8
2.5. The future trend of sports sponsorship...........................9
III. CONCLUSION............................................................................11
DOCUMENTATION..........................................................................13
I. INTRODUCTION
Sports sponsorship has emerged as a dynamic and impactful
marketing strategy in today’s competitive business landscape. By
partnering with sports teams, events, or athletes, brands gain
unique opportunities to enhance their visibility, foster emotional
connections with fans, and align with the passion and excitement
that sports evoke. Beyond traditional advertising, sponsorships allow
companies to position themselves as supporters of athletic
excellence and community engagement, creating a mutually
beneficial relationship.
As sports continue to grow in influence globally, sports
sponsorships serve as a bridge connecting businesses to their
customers. This means sponsorships have become an essential
marketing strategy, enabling brands to enhance their image, build
emotional connections with fans, and achieve business objectives
while supporting the growth and success of sports organizations.

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II. SPORTS SPONSORSHIP
2.1. Basics of sports sponsorship
2.1.1. What is sports sponsorship?
Sports sponsorship is a commercial partnership between
businesses and sports organizations. In this arrangement, businesses
provide financial or other resources to athletes, sports teams,
leagues, or sporting events. In return, the businesses gain the right
to use their logos, brand names, and other marketing materials
associated with the sponsored entity to promote their products,
services, and overall brand image. This mutually beneficial
relationship provides numerous advantages to both parties.
Businesses can increase brand awareness, reach a wider audience,
and strengthen customer relationships, while sports organizations
gain financial support to grow and develop. Beyond being a simple
exchange of money, sports sponsorship is a strategic marketing tool
that enables businesses to create memorable experiences and foster
long-lasting connections with consumers. With the growth of the
sports industry and media, sports sponsorship has become an
integral part of the modern economy.
2.1.2. Historical development of sport sponsorship
The historical development of sports sponsorship has undergone
significant transformations over time. Initially, sports sponsorship
was a localized practice with small businesses supporting local
sports teams. However, with the advent of mass media, particularly
television, sports sponsorship evolved into a major industry.
Multinational corporations began to recognize the immense potential
of aligning themselves with major sporting events to reach millions
of viewers worldwide. From the 1980s onwards, sports sponsorship
became an indispensable marketing tool for businesses. The
increasing competition among brands fueled a surge in investments
in sports sponsorship. Today, sports sponsorship has become a
multi-billion-dollar industry, with sponsorship deals worth billions of
dollars being signed annually. Beyond sponsoring sports teams and
major sporting events, businesses also sponsor individual athletes,
community sports programs, and other sports-related activities. The
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rise of digital technology has created new opportunities for sports
sponsorship, with the emergence of social media platforms and
innovative ways for brands to interact with fans.
2.2. Types of sports sponsorship
2.2.1. Financial sponsorship
Definition: Financial sponsorship is a type of sponsorship
provided in cash, making up a large proportion of international
commercial sponsorships. Sponsors use their financial resources to
support clients for an agreed period.
Benefits:
- For sponsors:
 Enhancing brand recognition: The sponsor's logo or images
appear at events, increasing awareness and association
with target customers.
 Expanding global promotional opportunities: Large-scale
events like international football matches or F1 races attract
massive audiences, enabling the brand to reach millions.
 Reinforcing brand value: Sponsoring prestigious sports
activities helps sponsors build a brand image linked with
class and credibility.
- For sponsored organizations:
 Ensuring event funding: Financial sponsorship provides
organizers with the necessary resources to execute large-
scale, high-quality events.
 Attracting more sponsors: The presence of a major sponsor
creates a ripple effect, attracting additional potential
partners.
Example: In 2019, VinFast became the title sponsor of the
Formula 1 VinFast Vietnam Grand Prix 2020. VinFast provided
significant financial support for the event, gaining promotional
benefits such as its logo being displayed on the racetrack, media
publications and live broadcasts reaching over 500 million global F1
fans. This not only elevated the Vietnamese automotive brand but
also highlighted Vietnam’s position on the international sports map.
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2.2.2. In-kind sponsorship
Definition: In-kind sponsorship involves companies providing
products, services, or technical support instead of cash. This
approach allows organizations to receive specific resources to meet
event needs or support athletes without requiring direct financial
expenditure.

Benefits:
- For sponsors:
 Increased product recognition: Products used during events
serve as effective advertisements, building customer trust.
 Reduced financial pressure: Supplying products or services
may cost less than direct cash sponsorship while still
achieving promotional goals.
 Strengthening the brand’s community values: Sponsoring
essential items for events leaves a positive impression of
the brand’s social responsibility.
- For sponsored organizations:
 Cost savings: Sponsored products or services alleviate the
financial burden for event organizers.
 Improved event quality: Utilizing high-quality items/services
from sponsors enhances the experience for both athletes
and audiences.
Example: Nike provided sportswear and equipment for
Vietnam's national football teams under a 5-year partnership. This
in-kind sponsorship ensured the teams had access to premium gear,
while Nike benefited from brand visibility during major tournaments
and international sports events.
2.2.3. Media sponsorship
Media sports sponsorship has evolved significantly, becoming a
crucial element in marketing strategies for brands looking to
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enhance visibility and engagement with target audiences. This
approach involves companies providing financial support to sports
entities-such as teams, athletes, or events-in exchange for
promotional opportunities through various media channels.
Benefits:
 Increased Reach and Audience Engagement: Media
sponsorships allow event organizers to leverage the
established audiences of media outlets, significantly
expanding their reach and enhancing engagement with
target demographics. This collaboration can generate
greater interest in events and improve attendance rates
 Enhanced Credibility and Legitimacy: Partnering with
reputable media outlets lends credibility to events, making
them more appealing to potential attendees and sponsors.
This association enhances the event's reputation and
fosters trust among participants.
 Cost-Effective Marketing: Media sponsorships provide a
cost-effective alternative to traditional advertising methods.
By utilizing the media outlet’s platform, event organizers
can promote their events without incurring high advertising
costs, maximizing their marketing budget.
 Access to New Audiences: Through media partnerships,
organizers can reach new audience segments that may not
have been accessible through conventional marketing
channels. This expanded access can lead to increased
attendance and participation in events.
Example: Coca-Cola has been a sponsor of the Olympics since
1928. Coca-Cola has utilized social media campaigns to connect with
fans throughout the Olympics. Their recent campaign, #ThatsGold,
during the 2016 Rio Olympics, targeted teens with a multi-platform
social media strategy that achieved significant engagement,
reaching 77% of Brazil's teen population. They launched hashtag
campaigns and organized online events to encourage fans to
participate and share their experiences.

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2.2.4. Promotional sponsorship
Definition: Promotional sponsorship is a strategic marketing
approach where brands partner with sports events, teams, or
athletes to enhance visibility and connect with audiences. This form
of sponsorship leverages the excitement of sports to create
emotional ties with consumers.
Benefits:
 Brand Visibility: Brands gain significant exposure through
logo placements on jerseys, event signage, and during
broadcasts. This visibility helps reach large audiences and
enhances brand recognition.
 Audience Engagement: Sponsorships allow brands to
connect with specific fan demographics through tailored
campaigns, social media interactions, and engaging content
that resonates with fans.
 Positive Brand Association: Aligning with popular sports
events or teams can enhance a brand's reputation. For
example, Coca-Cola's long-standing partnership with the
FIFA World Cup reinforces its image as a supporter of global
sporting events.
 Emotional Connections: Sports evoke strong emotions, and
brands that tap into this can foster loyalty among
consumers who often support brands associated with their
favorite teams or athletes.
Example: An example of promotional sports sponsorship is
Gatorade’s partnership with the NBA. Gatorade has integrated its
brand into the basketball experience by sponsoring the league and
providing hydration products for players. One innovative activation
involved introducing virtual jerseys in the NBA 2K video game,
allowing players to feature Gatorade logos on their virtual jerseys.
This seamless integration not only promotes Gatorade but also
enhances the gaming experience for fans. Additionally, Gatorade
engages fans through social media campaigns and contests that
encourage interaction and participation. This approach strengthens

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brand loyalty and connects Gatorade with basketball culture, making
it a go-to hydration choice for athletes and fans alike.
2.3. The influence of sports sponsorship
2.3.1. For Athletes and teammates
Advantages:
- Abundant financial resources:
 Sponsorship provides funds for the team to invest in
equipment, infrastructure, and development activities.
 It also ensures athletes have a stable income to cover living
expenses, reducing financial stress and allowing them to
focus on training and competing.
- Opportunities to join major tournaments:
 Sponsorship enables teams and athletes to participate in
larger and more professional competitions.
 Athletes gain chances to compete in international
tournaments with higher prize money compared to
domestic events.
- Building a strong brand for teams and athletes:
 Success in international tournaments enhances the
reputation of both the team and individual athletes, making
them more well-known and admired.
Disadvantages:
- Pressure to achieve results: Sponsors often expect teams and
athletes to perform better than before, creating significant pressure
to deliver high results.
- Loss of team identity: Some teams may need to change their
logo, colors, or playing style to align with the sponsor's image, which
can diminish their unique identity.
- Dependence on sponsorship: If sponsorship funding is reduced
or withdrawn, the team may face serious financial challenges,
impacting its long-term operations.

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2.3.2. For Sponsor
Advantages
- Increased brand awareness: Sports have a large and passionate
fan base, which can provide sponsors with a significant amount of
exposure. When a brand is associated with a popular sports team,
athlete, or event, it becomes more familiar to potential customers.
- Improved brand image: Sports are often associated with
positive values such as teamwork, fair play, and excellence.
Sponsoring a sports team or event can help a brand to build a
positive image and reputation.
- Increased sales: Studies have shown that sports sponsorships
can lead to increased sales for sponsors. This is likely due to the
increased brand awareness and positive brand image that
sponsorships can generate.
- Access to target market: Sports sponsorships can give sponsors
access to their target market. For example, a company that sells
sports equipment might sponsor a local sports team to reach
potential customers who are interested in sports.
- Marketing opportunities: Sports sponsorships can provide
sponsors with a lot of marketing opportunities. For example,
sponsors may be able to use the sponsor's logo on team uniforms or
equipment, or to have advertising at sporting events.
Overall, sports sponsorships can be mutually beneficial for both
the sponsor and the sponsee. Sponsors can gain increased brand
awareness, improved brand image, increased sales, access to the
target market, and marketing opportunities. The athlete, team,
sport, or event can gain financial support, increased exposure,
improved facilities and resources, and community support.
Disadvantages
- High Costs: Sports sponsorship, especially for major events or
well-known tournaments, often requires substantial costs. For small
businesses, this expense can be a significant burden and may not fit
within their budget. If the sponsorship doesn’t substantial revenue or
profit, the investment costs may be difficult to recover.
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- Reputational Risk: If the team or athlete that a brand sponsors
becomes involved in scandals, accidents, or injuries, the brand’s
image can be negatively impacted. The sponsor may be associated
with these negative events, potentially damaging its reputation.
- Performance Dependence: The effectiveness of sports
sponsorship depends heavily on the success of the sponsored team
or athlete. If the team doesn't perform well or loses public support,
the effectiveness of the sponsorship can be significantly reduced.
- High Competition: A sponsor may find it difficult to stand out
when a lot of brands sponsor the same team, reducing its ability to
create an impression on the public.
In conclusion, while sports sponsorship offers significant
opportunities for brands, it also carries risks that companies should
carefully consider to maximize their benefits.
2.4. Example of successful sports sponsorship
2.4.1. About the sponsorship
A great example of a successful sports sponsorship is the
partnership between Nike and Michael Jordan. This began in 1984
when Nike signed a deal with Michael Jordan, a new basketball
player at the time, for $2.5 million over five years. It was a bold
move for Nike, as the company was not yet strong in the basketball
market, which was dominated by Converse and Adidas.
As part of the agreement, Nike created a new line of basketball
shoes called "Air Jordan." This was unique because it was the first
time an athlete's name was so closely connected to a product. The
Air Jordan 1 shoes were released in 1985 and became famous due to
creative marketing. They also gained more attention when the NBA
banned them for breaking uniform rules, turning them into a symbol
of rebellion.
Nike didn't just sell shoes, they sold a story. The Air Jordan line
combined Michael Jordan's skills on the court with ideas of success,
style, and creativity. This made it a cultural success and a model for
future sponsorships.

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2.4.2. How it benefited both sponsor and sponsor receiver
For Michael Jordan
- Financial Benefits: Jordan earned a large income from the deal
and royalties from Air Jordan products. By the 1990s, he became one
of the richest athletes in the world.
- Global Fame: The sponsorship turned Jordan into a global icon,
known not just for basketball but for his impact on culture.
- Long-Term Success: The success of Air Jordan helped him build
his own business empire, continuing to earn him billions even after
his basketball career ended.
For Nike
- Entering a New Market: Nike gained a strong position in the
basketball market, surpassing competitors like Adidas and Converse.
- Higher Revenue: The Air Jordan brand became a multi-billion-
dollar business, adding greatly to Nike’s profits.
- Stronger Brand Identity: The sponsorship helped Nike become
known as an innovative and athlete-focused brand.
- Loyal Customers: The Air Jordan brand attracted basketball fans
and fashion lovers, helping Nike grow its loyal customer base.
Example: In comparison, Pepsi’s sponsorship with Tiger Woods
for Gatorade failed after Woods faced personal scandals in 2009.
Sales dropped, and the sponsorship ended early, showing the risks of
relying too heavily on a single individual. These examples show that
successful sponsorships can bring big benefits, but poor
management or unexpected problems can lead to failure.
2.5. The future trend of sports sponsorship
In my opinion, in the future, a sports sponsor will be more likely
to become an investor than a sponsor. This suggests that sports may
lose their traditional values and will be treated as a business. This
may turn athletes into mere products, As both team owners and
sponsors aim to make a profit from athletes. Not only do athletes
become their money-making tools, but everything that has a
connection with sports also.
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With the development of social media platforms, all sponsorship
strategies aim to earn more money through the influence of athletes
who have received their sponsorship. Because athletes often have a
large social following, they allow brands to reach more targeted
audiences through personal and authentic endorsements, enhancing
engagement and brand loyalty. This trend is likely to expand as
brands prioritize partnerships that reflect athletes' values and
personal brands, fostering stronger connections with fans.
For example: Ronaldo’s lifetime deal with Nike ensures his
consistent association with their brand across platforms for 1 billion
dollars, effectively turning him into a marketing tool to boost Nike’s
influence globally.
While athletes play a key role in sports sponsorship strategies,
the sponsorship landscape has renewed interest in naming rights
and large-scale experiential marketing. After a period of decline,
naming rights are experiencing a revival as brands recognize their
potential for long-term brand association with teams and stadiums.
Additionally, unique on-site activations like large-scale mascots or
interactive brand installations capture fan interest and social media
buzz, as demonstrated by recent creative activations in events.
For example: Barcelona is a very famous football club in Spain in
particular and the world in general. In 2022, this football club had
some financial issues which caused them to lose a lot of money and
all their football players wanted to leave this team. Barcelona had to
do anything to control this problem. Even let Messi, their best player,
move to Paris Saint Germain. All of these issues led them to make a
deal with Spotify, a music company, to change their stadium name
from Camp Nou to Spotify Camp Nou in 4 years for 310 million
dollars in sponsorship.
In summary, the future of sports sponsorship will likely treat
athletes as business assets, leveraging their personal brands and
social media influence to drive revenue.

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III. CONCLUSION
In conclusion, sports sponsorship is a powerful tool that benefits
both sponsors and sports organizations. It helps the brand increase
its customers and also their customer loyalty. For athletes and
teams, sponsorship gives them financial support and resources with
opportunities for growth and success.
When executed strategically, sports sponsorship creates a win-
win situation, promoting mutual growth and strengthening
relationships between brands, athletes, and fans. As the sports
industry continues to evolve, innovative and impactful sponsorship
strategies will remain a cornerstone of its success.

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Nội dung Sản phẩm
2.1 Nguyễn Trà My
2.2.1-2.2.2, word Lê Thị Mến
2.2.3-2.2.4 Dỗ Thị Hồng Minh
2.3.1 Đỗ Văn Minh
2.3.2 Trịnh Xuân Mạnh
2.4 Ngô Văn Nam
2.5 Trịnh Hoài Nam (leader)

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DOCUMENTATION
1. https://vietnambiz.vn/tai-tro-tai-chinh-financial-sponsorship-la-
gi-20191020003909398.htm
2. https://laodong.vn/xe/vinfast-la-nha-tai-tro-chinh-cua-chang-
dua-cong-thuc-1-viet-nam-760333.ldo
3. https://vov.vn/the-thao/hang-nike-tai-tro-trang-phuc-va-dung-
cu-the-thao-cho-doi-bong-da-viet-nam-102760.vov
4. https://www.nielsen.com/insights/2022/sports-sponsorships-are-
raising-more-than-just-brand-awareness/
5. https://www.infront.sport/blog/sports-sponsorship/the-ultimate-
sports-sponsorship-guide
6. https://marketinlife.com/sports-sponsorship-keys-to-success-in-
sports-marketing/

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MEETING MINUTES – GROUP 5
Time: from 19h to 20h
Date: 15/11/2024
Place: Google meet
Members: Trịnh Xuân Mạnh, Lê Thị Mến, Đỗ Thị Hồng Minh, Đỗ Văn Minh, Nguyễn
Trà My, Ngô Văn Nam, Trịnh Hoài Nam.
* PRESENTATION OUTLINE:
I. INTRODUCTION
II. BODY (SPORTS SPONSORSHIP)
2.1. Basics of sports sponsorship
2.1.1. What is sports sponsorship?
2.1.2. Historical development of sport sponsorship
2.2. Types of sports sponsorship
2.2.1. Financial sponsorship
2.2.2. In-kind sponsorship
2.2.3. Media sponsorship
2.2.4. Promotional sponsorship
2.3. The influence of sports sponsorship
2.3.1. For Athletes and teammates
2.3.2. For Sponsor
2.4. Example of successful sports sponsorship
2.4.1. About the sponsorship
2.4.2. How it benefited both sponsor and sponsor receiver
2.5. The future trend of sports sponsorship
III. CONCLUSION

Head of the team

Nam
Trịnh Hoài Nam
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