20. The Sponsorship Evolution

For the past few months now, we have been constantly talking about fan engagement and how it helps to build a club, to grow it and also to acquire new sponsors. But what exactly do sponsors bring to a club? What is sponsorship? Why is Sponsorship so important to sports? And how has sponsorship changed over the years?

What is Sponsorship?

Technically, sponsorship is a financial contribution or a contribution in kind made by a natural or legal person in order to contribute to a certain activity, obtaining in return a series of benefits that publicise the participation of the sponsor in the activity whilst providing it with specific rights to conduct promotional and sales activities directly or indirectly related to the activity in question.