BÀI MẪU: 

Sport sponsorship has gained significant prominence in recent years and has been recognized as one of the effective instruments for promoting companies and brands. While some believe that this could be beneficial for the sponsors, I agree with those who believe that there are potential negative outcomes from sports endorsement.

Looking firstly at the positives, the most significant of which is increased awareness of the company brand name. This is because sponsoring companies can gain publicity and recognition through their association with the event and the organization. Furthermore, sponsoring sports is an effective way for companies to get involved in the community. For example, consumers would develop a preference for Coca-Cola’s products, and intention to purchase because of the sheer number of social activities done by the company during its sponsorship of the Olympic games.

However, sports advertising does present some disadvantages, the most obvious of which can be a risky financial investment. To elaborate, profit, improved brand image or increased sales cannot be guaranteed for the sponsor. For example, if the endorsed athlete falls ill, gets injured, does not perform well, there is a possibility that the sponsor will not receive the profit that they had originally expected. Another downside is that sport endorsement could harm the reputation of companies. If the athlete or athletes endorsing a brand become involved in the scandal, drug abuse or violence, that brand could become associated with that scandal, and face consumer boycotts.

In conclusion, despite the benefits of brand awareness and involvement in the community that sport endorsement can offer, the drawbacks of risky investment and the potential damage to the company’s reputation should be considered.

(279 words)