Some companies sponsor sport and sports stars as a way to advertise themselves. Some people think it is good, while others think there are disadvantages. Discuss both views and give your opinion?

It is true that a growing number of enterprises seek to promote their products and services through

sports

and sporting celebrities. While some people argue that

this

is a positive development, I agree with those who consider that the drawbacks outweigh the advantages. On the one hand,

sponsorship

brings

money

into

sports

, and some believe that

this

benefits

sports

and business in general.

Firstly

,

sponsorship

and marketing are linked, and through television

sports

coverage,

for example

, both

sports

and companies profit.

Sports

, particularly minority

sports

such

as cycling, are able to make the most of

sponsorship

to increase their popularity and encourage wider public participation.

Secondly

, as more

money

is poured into

sports

,

sports

stars are paid higher salaries and train full-time to raise their standards.

Finally

, in terms of advantages for businesses, associating their products with the healthy and popular image of sport enables them to enhance their public image and to break into new markets.

On the other hand

, I support the opposing view that the entry of business

money

into

sports

has betrayed the Olympic ideal. Companies simply strive to gain a competitive edge over their rivals and maximize their profits.

Sports

merchandising – like Nike and the National Basketball Association in the US – sometimes connects the product and the sport, but often it does not. Liverpool FC,

for example

, is sponsored by a bank.

However

,

money

in

sports

has resulted in a win-at-all-costs attitude, encouraging bribery or the use of illegal substances

such

as performance-enhancing drugs. Individual celebrities, like Cristiano Ronaldo, have gained a fortune from the endorsement of sporting goods, and enjoy millionaire lifestyles. In conclusion, I totally agree with the critics of

sponsorship

in

sports

. While it has made profits for business,

sponsorship

has destroyed the sporting spirit of fun and fairness.