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目前,英国商业公司越来越转向靠体育来提高他们公司的声誉。据估计,英国商业公司今年直接用于赞助各项体育运动的开支将达到1.58亿英镑,而1981年只有5,000万英镑。现在,英国商业公司在电视和报纸的宣传广告上每花费10英镑,其中就有1英镑是花费在赞助体育运动方面。曾有一段时间,英国商业公司的老板们对体育运动不那么感兴趣,各项体育运动获得的赞助费一度减少到只有几千英镑。但是现在,赞助体育运动已被各家商业公司看作是提高公司及其产品知名度必不可少的一种方式。据说,这种方式完全可以与在电视和报纸上刊登宣传广告及其他公共关系活动相媲美。
At present, British commercial companies are increasingly turning to sports to improve their company’s reputation. It is estimated that British commercial companies will spend 158 million pounds on direct sponsorship of sports activities this year, down from only 50 million pounds in 1981. British business companies now spend £ 10 on television and newspaper advertisements, of which £ 1 is spent on sponsoring sport. There was a time when British business owners were less interested in sports and sponsorship fees for sports were reduced to only a few thousand pounds. But now, sponsoring sport has been seen by various business companies as an essential way to increase the visibility of the company and its products. It is said that this approach can be compared with the publication of advertisements and other public relations activities on television and in newspapers.