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.