Sponsoring something (or someone) is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor , is known as the sponsor .
27-600: The English Football League One , known as Sky Bet League One for sponsorship purposes or simply League One in England, is the second-highest division of the English Football League and the third-tier overall in the English football league system . Introduced in the 2004–05 English football season as Football League One , it is a rebrand of the former Football League Second Division , which itself
54-583: A commercial return. While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements. Proponents of sponsorship would, however, point to its unique position in the marketing mix. A sponsorship program can include all other marketing elements including advertising, promotions, merchandise, hospitality, PR and social media. This allows sponsorship to be used to address
81-415: A much wider range of business objectives. For example, a sponsor buying the rights to a sports team or competition could achieve increased brand awareness through high profile signage, but might also use hospitality tickets for staff motivation programs or to host key trade customers. On-pack promotions could be linked to the sports property to create a much more compelling consumer proposition and to associate
108-572: A single club was Sunderland in the 2018–19 season with 32,157. They also set the League One attendance record for a single game in the same season, when 46,039 spectators attended the Boxing Day game against Bradford City . Since the restructuring into League One in 2004, 78 teams have spent at least one season in the division, including 8 of the 20 teams in the 2024–25 Premier League . Milton Keynes Dons has spent 15 seasons in League One,
135-515: A sports event. Work by Cornwell and colleagues however, has shown that brands that don't have a logical match can still benefit, at least in terms of memory effects, if the sponsor articulates some rationale for the sponsorship to the audience. All sponsorship should be based on contractual obligations between the sponsor and the sponsored party. Sponsors and sponsored parties should set out clear terms and conditions with all other partners involved, to define their expectations regarding all aspects of
162-449: A year and sellers report spending anywhere between 1–5 hours researching each company that is viewed as a potential prospect for sponsorship. These are the terms used by many sponsorship professionals, which refer to how a sponsor uses the benefits they are allocated under the terms of a sponsorship agreement. Leveraging has been defined by Weeks, Cornwell and Drennan (2008) as "the act of using collateral marketing communications to exploit
189-474: Is a multibillion-pound industry. For example, Adidas became the sponsor and supplier of Manchester United's kit for ten seasons, in a 2014 deal with a guaranteed minimum value of £750 million (more than US$ 1.1 billion). As it has in most years over the past two-plus decades, sponsorship's growth rate will be ahead of the pace experienced by advertising and sales promotion, according to IEG. 2024%E2%80%9325 Premier League The 2024–25 Premier League
216-746: Is a rebrand of the now-defunct Football League Third Division before the 1992 launch of the Premier League . Shrewsbury Town currently hold the longest tenure in the division following promotion from League Two at the end of the 2014–15 season. There are eight former Premier League clubs currently competing in this division; Barnsley (1997–98), Birmingham City (2002–06, 2007–08 and 2009–11), Blackpool (2010–11), Bolton Wanderers (1995–96, 1997–98, and 2001–12), Charlton Athletic (1998–99 and 2000–07), Huddersfield Town (2017–19), Reading (2006–08 and 2012–13), and Wigan Athletic (2005–13). There are 24 clubs in this division. Each club plays each of
243-644: Is the most-watched third-tier domestic sports league in the world, with an average of 10,613 spectators per game in the 2022–23 season, also making it one of the top ten most watched leagues in Europe. The closest third-tier association football league in terms of average attendance is the Germany 3. Liga (8,219). The highest average attendance since the restructure into League One was the 2022–23 season, when over 5.3 million spectators watched games, with an average of 10,613 per game. The highest average attendance by
270-437: Is the 33rd season of the Premier League and the 126th season of top-flight English football overall. The fixtures were released on 18 June 2024, consisting of 33 weekend rounds, four midweek rounds, and one Bank Holiday matchweek. The two-week winter break, in effect since the 2019–20 season, was scrapped starting this season in favour of a longer summer break for the players. Longer intervals between matches were added for
297-683: Is the largest source of sponsorship spending, with €26.44 million (US$ 29 million) in just the EU member states in 2014, followed by North America, the Asia Pacific region. Growth in Central and South America during 2010 did not materialize to the extent projected—3.8 percent versus a forecast of 5.7 percent—despite the FIFA World Cup and Olympic Games in Brazil in 2014 and 2016, respectively. With
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#1732765062983324-554: The 2010 World Cup concluded, sponsorship activity should begin to heat up, thus the region is projected to be the fastest-growing source of sponsorship dollars outside North America, with a forecast growth rate of 5.6 percent for 2011. Relaxed television industry legislation surrounding product placement has led to a small but increasing rise in TV programming sponsorship in the UK. However, commercial sponsorship of British sports teams and players
351-470: The autumn international breaks. Manchester City entered the season as four-time defending champions , the first men's side to do so in English football. The first managerial departure of the season came on 28 October 2024, when Manchester United sacked Erik ten Hag following a 2–1 defeat to West Ham United . The club sat in 14th place after nine games, having already suffered their fourth defeat of
378-415: The brand can evoke these associations, influencing consumer perceptions and behaviors. Cornwell, Weeks and Roy (2005) have published an extensive review of the theories so far used to explain commercial sponsorship effects. One of the most pervasive findings in sponsorship is that the best effects are achieved where there is a logical match between the sponsor and sponsoree, such as a sports brand sponsoring
405-474: The brand directly with a sports property which has much greater image attributes than the sponsoring brand. Various psychological and communication theories have been employed to elucidate the mechanisms by which commercial sponsorship influences consumer audiences. Many theories posit that sponsorship creates a cognitive link between a brand (sponsor) and an event (sponsoree), leading to the formation of event-linked associations in memory. Consequently, thinking of
432-650: The commercial potential of the association between a sponsor and sponsee" while activation has been defined as those "communications that promote the engagement, involvement, or participation of the sponsorship audience with the sponsor." Money spent on activation is over and above the rights fee paid to the sponsored property and is often far greater than the cost of the rights fee." IEG projects spending on sponsorship globally to grow 4.5 percent in 2018 to $ 65.8 billion, including $ 24.2 billion in North America alone (a 4.5% increase from $ 24.1 billion in 2017). Europe
459-506: The division three times. Key Beginning with the 2012–13 season, a Financial Fair Play arrangement has been in place in all three divisions of the Football League, the intention being eventually to produce a league of financially self-sustaining clubs. In League One, this takes the form of a Salary Cost Management Protocol in which a maximum of 60% of a club's turnover may be spent on players' wages, with sanctions being applied in
486-402: The form of transfer embargoes. Sponsor (commercial) Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property. While the sponsoree (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of
513-449: The higher place between them. The only exception would be if the tied teams span the boundary between 2nd and 3rd, 6th and 7th, or 20th and 21st place, in which case one or more play-off matches would be arranged between the tied clubs. At the end of each season the top two clubs, together with the winner of the play-offs between the clubs which finished in the third to sixth positions, are promoted to EFL Championship and are replaced by
540-509: The holiday period between Christmas and New Year's Day, with no matches held on Christmas Eve. The summer transfer window opened on Friday 14 June 2024 and closed at 23:00 BST on Friday 30 August 2024. The winter window will open on Wednesday 1 January 2025 and will close at 23:00 on Monday 3 February 2025. This season is the first to use semi-automated offside technology, as Premier League clubs unanimously agreed to its introduction. The technology will be ready to be introduced after one of
567-464: The league – the top seventeen teams from the previous season and the three teams promoted from the Championship . The promoted teams are Leicester City , Ipswich Town and Southampton . Leicester City and Southampton returned after one year absences, while Ipswich Town returned after a twenty-two year absence. They replaced Luton Town , Burnley and Sheffield United , who were all relegated to
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#1732765062983594-462: The most of any team. Oldham Athletic's single 14-season consecutive spell was the longest of any team. The team with the current longest tenure is Shrewsbury Town , who will be in their tenth consecutive season in the division, having been in League One since the 2015–16 season . Rotherham United have had the highest number of separate spells in League One with six. There have been 17 different Champions of League One, with Wigan Athletic having won
621-632: The others twice. Three points are awarded for a win, one for a draw, and none for a loss. At the end of the season a table of the final League standings is determined, based on the following criteria in this order: points obtained, goal difference , goals scored, an aggregate of the results between two or more clubs (ranked using the previous three criteria), most matches won, most goals scored away from home, fewest "penalty points" based on yellow and red cards received, followed by fewest straight red cards for certain offenses. If two or more teams are still tied after examining all of these criteria, they will share
648-439: The season. Ruben Amorim was announced as his successor on 1 November and took charge on 11 November. The second managerial departure came on 24 November, when Leicester City sacked Steve Cooper following a 1–2 home loss to Chelsea . The club sat in 16th place at the time and 1 point above the relegation zone, having already suffered their sixth loss of the season and only 2 wins from 12 games. Twenty teams are competing in
675-402: The sponsorship deal. Sponsorship should be recognisable as such. The terms and conduct of sponsorship should be based upon the principle of good faith between all parties to the sponsorship. There should be clarity regarding the specific rights being sold and confirmation that these are available for sponsorship from the rights holder. Sponsored parties should have the absolute right to decide on
702-659: The three clubs that finished at the bottom of that division. Similarly, the four clubs that finished at the bottom of EFL League One are relegated to EFL League Two and are replaced by the top three clubs and the club that won the fourth to seventh place play-offs in that division. For past winners at this level before 2004, see List of winners of the EFL League One and predecessors . Expelled in August 2019 after financial breaches. In 35 games. Season truncated because of coronavirus. EFL League One
729-450: The value of the sponsorship rights that they are offering and the appropriateness of the sponsor with whom they contract. The sales cycle for selling sponsors is often a lengthy process that consists of researching prospects, creating tailored proposals based on a company's business objectives, finding the right contacts at a company, getting buy-in from multiple constituencies and finally negotiating benefits/price. Some sales can take up to
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