Between September 2 and 5, the Hungarian University of Sports Science (HUSS) will host the 2025 conference of the European Association for Sport Management (EASM). In connection with this event, an interview was made with József Széles, lecturer at the Department of Sport Management at HUSS, about one of the conference’s topics: sports marketing and sponsorship.
– How large a part of sport management as a science is represented by sports marketing and sponsorship?
– It’s hard to say precisely. However, there is data – and because of that, I can speak more confidently about this – that shows sports organizations derive about 15–25% of their revenue from sponsorship. Of course, this ratio depends on whether we’re talking about a league, a club, or an event, and there can also be significant differences between countries and regions. For the International Olympic Committee, this proportion can even reach 40%.
– What qualifies as sponsorship?
– In everyday language, any revenue that comes from a market player is considered sponsorship. Donations, support, and contributions also fall under sponsorship, though not in the classical sense. It’s also important to note that politics often interprets and frames this concept somewhat differently.
– How much and what can a student majoring in sport management learn about sports marketing and sponsorship?
– The essentials, definitely. Although the common belief is that sponsorship is merely an advertising-related activity, the reality is that sponsorship is a process, a project – and advertising is just one part of it. If students can understand this, they can make real progress.
– Which countries can be considered exemplary in the field of sports sponsorship?
– The United States, the United Kingdom, Australia, and Japan.
– What sets them apart from others?
– In those countries, sponsorship operates purely on a business basis. The market is strong, and local economic players find it worthwhile to be involved. In these countries, we can talk about classic sponsorship revenues. The viewership of British or American leagues is so high that sponsors can easily gain recognition. Sponsorship also works well in Germany, though with some modifications. There, major state actors also support sport, but behind them, you can also count on smaller, local sponsors. Italy represents a kind of third way, where the role of local businesses is key: it’s almost expected of them to support local sports or cultural life.
– What is the most exciting research question in this field?
– How to activate sponsorship. Considering the triad of sports club, fan, and sponsor, we can say that there’s an emotional connection between the club and the fan, and the sponsor tries to find their place within that relationship. The key question is how the sponsor can gain acceptance as a partner among the fans, and what kind of activations can help achieve that. For me, this is the most fascinating area of inquiry.
