Nowadays, many companies use sponsorships in sports as a way to promote their brand. While some people think that this brings benefits, I side with those who believe that it may have consequences.
Allocating funds to sports is seen by companies as an effective method of advertising to attract new customers. Since sporting events attract millions of spectators, both in stadiums and through television and online platforms, companies gain access to a wide variety of their potential consumers. For example, many viewers may develop a preference for Coca-Cola and an intention to buy its products thanks to numerous campaigns the brand launched during the Olympic Games. The company’s logo was consistently displayed during commercial breaks, on stadium billboards, and around the event venues, ensuring repeated exposure. As a result, consumers begin to associate the brand with excitement, joy, and celebration, which can positively influence their purchasing decisions.
However, critics claim that while sponsoring sports is financially beneficial, there is one major concern. One major concern is that companies promoting fast food, alcohol, and gambling may encourage harmful habits. When these brands are associated with famous athletes or huge sporting events, people, especially the younger generation, may perceive these products as acceptable or even desirable. For instance, alcohol brands sponsoring such a big football tournament as the World Cup may influence teenagers to develop a favorable attitude toward drinking. Over time, this influence may contribute to unhealthy lifestyle choices and problematic behaviors among viewers.
In conclusion, although it could be argued that using the grounds of sporting events to advertise their company has a positive impact for brands in terms of attracting a wider number of clients, they may also contribute to unhealthy consumption patterns. Therefore, I believe that the outcomes of advertising definite brands have potential risks and should not be overlooked.