sponsorship

Form of advertising in sports, music, broadcasting, and the arts. Sponsorship became a major source of finance for sport in the 1970s, and takes several forms. Many companies sponsor sporting events, while others give money to individuals who wear the company's logo or motifs while performing. Concerts are also commonly sponsored by advertisers, although some performers refuse in principle to endorse a product in this way. Art exhibitions are often sponsored by large companies, a form of corporate funding for tax deductions.

In the US, radio broadcasts were sponsored by consumer goods and television services companies; this continued as television programs became the prime mode of home entertainment. The object for sponsors is a ‘name’ association with a particular show, event, or personality, thus enhancing product image.