Sports redefined: The importance of sponsors in shaping the modern image of sport

Abstract

Sports hold an important place in every society and are consumed in a wide variety of ways. They inclusively carry noble values and contribute improving social cohesion. Sports today are considered as one of the main sources of entertainment and major sports events attract sponsors ready to offer colossal contracts for more exposure. Powerful brands inject billions of dollars in the sports industry every year and in return want to be seen, heard and liked. They are influential in different ways and might even be changing the way we look at sport. The objective of this paper is to study the ways in which sponsoring, precisely kit deals and stadium naming rights can influence the image of football.