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Sponsorship enjoys a high level of social acceptance
The relationship between financial scope and sporting success is frequently the subject of debate in the media; the involvement of major investors in football clubs, the re-tendering of Bundesliga TV rights and the question as to what extent a gold medal in a fringe sport can be marketed are all issues which are keenly discussed. The financial framework has long become a relevant aspect of sports coverage in terms of ensuring sporting competitiveness.
The majority of the population recognises the great importance of sponsors and partners for sport today. Over 90% of the German population between 14 and 69 years of age stated that they regard sponsorship as very important or important for sport whereby a mere 1% sees this as unimportant. In view of limited state funding, the vast majority assume that sports can only be successfully sponsored when companies also get involved. That successful and attractive sports are increasingly dependent on the involvement of companies is reflected in the fact that 78% of the population believe that German sports persons and teams would not be able to compete at international level without the aid of sponsors. This, in itself, is evidence of the positive effect of sponsorship: sponsors are seen as sporting partners and their involvement is regarded as essential.
As would be expected given the major importance of sponsorship for sport, sponsorship activities are extremely well accepted. 78% of German citizens view sponsorship as positive. In recent years the level of public acceptance has further increased.
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