Sports sponsorship continues to experience growth. On a global scale the market was worth$30.7 billion in 2002 showing a year-on-year increase of 10 per cent and in 2003 it is expected torise another 14 per cent (Sponsorclick, 2003). The largest contributor to the market is the US at38.5 per cent but Europe is close behind and is expected to provide an equal contribution by 2008.Its importance can be clearly seen where once the origination of corporate involvement with sportwas more philanthropic than strategic and is now seen to be addressing a number of corporatecommunication objectives including the driving of sales. The Sanitarium sponsorship of the Weet-BixKiwi Kids Triathlon in New Zealand has two main objectives for example, brand building and saleswith increases of 50 per cent (Sponsorshipinfo, 2003). The importance of sponsorship to events hasalso grown and in many cases is critical to the realization of the event.

It is not entirely good news. In the UK new sports sponsorship deals are slowing. Whilstsports sponsorship continues to be the largest sector in the market it is fees that are increasingrather than new deals. Of concern too is that 90 per cent of all money spent on sports sponsorshipis on the top 10 sports (Mintel, 2000). Meanwhile other sectors are on the increase includingbroadcast, arts and community related sponsorships. Other research has revealed that this shiftaway from the sports industry is prevalent in the US too again showing that the numbers of qualitynonsports options are on the increase...