Large companies use sports events to promote their products. Some people think it has a negative impact on sports. To what extent do you agree or disagree?

Many corporations are sponsoring sporting events or teams as an efficient marketing tool. Some believe

this

trend exerts negative impacts on

sports

. I somewhat agree with

this

. In the first place, sponsorship leads to a win-win situation for both the event and the corporation. Primarily, companies can provide financial support to competitors that desperately need money. The costs of holding and publicizing a

sports

event can be exorbitant, and a high-profile international game,

such

as World Cup, expects billions of dollars.

Therefore

, the financial aid subsidized by sponsors is essential to cover the venues, equipment, catering and other costly expenditures.

In addition

, it is a lucrative business for companies, because sponsoring popular teams and competitions can gain immense visibility, develop positive brand associations, and cultivate customer loyalty of certain die-hard

sports

fans. In the second place, there are valid reasons to say endorsements damage the events and athletes with their business nature in certain ways.

Firstly

, the sponsor can manipulate or even exploit the athletes, teams and events to suit their interests.

For example

, when Nike invested $160 million in a five-year sponsorship of the Brazil national football team, the company was allowed to specify where, when and against whom the national team would play.

Secondly

, some corporations associate

sports

with negative images. The cases in point are the alcohol and tobacco companies whose media coverage promotes highly addictive products that deteriorate public health. In conclusion, sponsorship has mutual benefits for both parties but over-commercialization will

also

bring about unwanted manipulation for

sports

properties and reputation risks if associated with controversial products. On balance, I propose that

sports

properties should always select their sponsors with caution and never compromise their inherent virtue for revenue.