Sponsorship, form of advertising in sports, music, broadcasting, and the arts. Sponsorship became a major source of finance for sports in the 1970s, and takes several forms. Many companies sponsor sporting events, while others give money to individuals who wear the company’s logo or motifs while performing. Advertisers also commonly sponsor concerts, although some performers refuse in principle to endorse a product in this way. Large companies will also sponsor museum exhibitions, a form of corporate funding for tax deductions.
In the United States, radio broadcasts were sponsored by consumer goods and television companies. This sponsorship continued as television programs became the prime mode of home entertainment. Sponsors often seek to associate the name of their product with a particular show, event, or personality, thus enhancing the product’s image.