Advertising and sponsorship in sports.

AS and A Level Physical Education (Sport & Coaching)

Advertising and Sponsorship

British Grand Prix

At the beginning of this extract the main host of the show makes it very clear that this is “The Fosters British Grand Prix” which instantly indicates a powerful form of advertising where the particular company, in this case Fosters, sponsors an event. Through this they can advertise to a much larger audience because the brand name is continuously mentioned therefore reminding the viewers watching about the products or services this company provides.

Throughout this extract from the grand prix large Fosters billboards line the track and pit lane leaving little space for other advertisers and sponsors. These billboards are visually fairly dull displaying only the Fosters trade name, however because there are so many it is likely to grab the audiences attention and perhaps make them feel like drinking a can of Fosters while they watch the race. The cars themselves have few advertisements and sponsors on them usually just four or five different companies who have struck up sponsorship deals with the teams. The Ferrari team for example has a sponsorship deal with Vodafone and its logo is displayed several times on the cars. The technician’s suits and overalls are covered in logos and sponsors for example Vodafone, Firestone and Benson and Hedges. This is an excellent form of advertising because the camera often focuses on the pit crew going about their business. However the main point about this extract is the lack of advertising and sponsorship from tobacco companies. Throughout the entire race I only spotted a few tobacco adverts and this is surprising because formula 1 has always been the sport most heavily associated with tobacco sponsorship. It appears in this particular grand prix there was more emphasis on sponsorship/advertising for the racing teams rather than the track.

Football Masters

This event surprisingly didn’t have an official sponsor, which is very unusual however I expect Sky Sports was paying a sum of money to have the rights to broadcast the event. Surrounding the indoor pitch were many billboards displaying various adverts and sponsors. None of the boards displayed any big names involved with the sport and many were obviously small and low key companies making the most of a sporting event that would be viewed by people up and down the country. Many of the adverts were for local companies stationed in Newcastle where the event was ...