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Digital Subscriptions > Learn Hot English > 201 > How effective is sponsorship in sport?

How effective is sponsorship in sport?

Since the early 1980s, sponsorship has become a major part of sport. But how effective is it?

There were some big changes to football shirts in the early 1980s. Instead of shirts telling you the name of the team, they gave you the name of a company. At times, it wasn’t clear if the team playing was Manchester United or Sharp Electronics. However, fans soon got used to the new look shirts... until they changed again: first to Vodafone, then to American Insurance company AIG, and then to American re-insurance company Aon. It’s hard to keep track sometimes.

So, why has sports sponsorship become so popular? Both sides see clear advantages. Most large companies are keen to link their brand to a well-known sporting personality or phenomenon because they believe raising their image in this way will increase sales. And the large sums they offer to do so is a big incentive for the other side. For example, AIG paid £55.6 million to have their name on Manchester United’s shirts in the hope that it would bring in business. There’s a lot of money involved in sports sponsorship, and many predict that the sums will be rising over the coming years.

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About Learn Hot English

The latest issue of Hot English (201) is out now! Learn over 1,000 useful words and expressions and improve your listening skills with Learn Hot English! This month: 14 jokes to improve your listening skills and teach you lots of useful words. Plus, 8 useful words and expressions for talking about the bathroom, 10 useful words for driving in the road, idioms, phrasal verbs... plus: • Jokes – jokes in English. • Functional language – making conversation • Grammar – must / should • Work – poor excuses. • Business – supermarkets. • Architecture – famous castles. • Culture – how British are you? • Cinema – True Grit. • History – Native Americans. • Psychology – mind control. • Sport – sponsorship. • Cuisine – easy curry. • Cars – the Mini. AND LOTS, LOTS MORE! By reading and listening to all this great content, you'll improve your English reading and listening skills and learn up to 1,000 useful words or expressions. Plus, you'll get a better job and pass English-language exams more easily. Guaranteed!