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How have sports sponsorships changed the way we view sports as a culture?

Keri Pelz

In recent decades, sports sponsorships have had a significant impact on the way we view sports as a culture. The influence of sports sponsorship has become so ingrained in our daily lives that it is hard to imagine sports without it. The ways in which we consume and interact with sports today are vastly different from those of past generations. From the athletes we idolize and the teams we follow to the products we buy and the advertisements we see, sports sponsorship has changed our perception of sports in several ways.

One of the most apparent ways that sports sponsorships have changed the way we view sports is through the commercialisation of athletes. Today, athletes are no longer just sports icons but are also major influencers and celebrities, thanks to their endorsement deals with brands. This shift in perception from athlete to celebrity has contributed to the growth of sports as a global industry while also creating a platform for discussion and debates around their behaviour and role model status.

Furthermore, sports sponsorship has also transformed the way we consume sports. Live sports events are no longer just about the game, but also the overall experience. Brands go to great lengths to ensure fans have a memorable experience with branded merchandise, free samples, discounts and exclusive access to athletes, VIP areas, and events. Social media has also played a major role in transforming the way fans consume sports content, with brands creating social media campaigns that engage fans globally.

Sports sponsorship has also changed the way we perceive sports as a culture by creating added value around the sport, which in turn fuels the economy around it. While the sporting industry has grown exponentially, the commercialization of sports has brought with it newfound opportunities for businesses, from advertising agencies to media companies, to capitalize on the sport's popularity. This growth has had a significant impact on the economy and contributed to the formation of many new jobs in the field, making sports a significant part of today's culture.

Overall, Sports sponsorships have transformed the way we view sports by creating commercial value around it, creating celebrity-status athletes, and shaping the way fans consume sports content. It has also played a significant role in stimulating the economy around sports. As a result, sports sponsorships will continue to be an integral part of the sporting industry and its perception as a culture.