In recent times, there has been a growing trend towards sports sponsorship in several parts of the world. In my opinion, this trend could have both positive and negative consequences.
There are two main reasons why people might approve of sports commercialization. First and foremost, investors can raise awareness of their company and brand significantly. For example, in THE AFC CUP competition in 2008, THE Vietnamese Football team was sponsored by ACECOOK – an instant food manufacturer, which means that its products were displayed in social media updates. Consequently, ACECOOK’s sales saw a dramatic increase after this event. One further justification is the development in equipment and quantity of coaching. It means that athletes can train in fully-equipped environment with professional coaches, leading to their advanced skills which creates a high opportunity to win in every competition.
Despite the listed positive sides, sponsoring for sport has some disadvantages. The greatest of these might be that some sportspeople develop a win-at-all-costs attitude. For instance, they use banned substances in order to improve their performance and even assault their opponents physically and verbally. Sportsmanship; as a result, is on the verge of ruin, causing public resentment. In addition, sports commercialization can be considered as uncertain investment because sporting success is not guaranteed by any conditions. A noticeable case in point is that if sportspeople cause bad publicity such as violence or impolite speeches, this reflects badly on the sponsor’s image, resulting in a mass customer boycott of its products.
In conclusion, my own view is that sponsorship of sport has both beneficial and detrimental effects. With careful management and considerations, the integrity and spirit of sportsmanship can be maximized, fostering an ethical sporting community.