Sponsorship is a major activity in Performance Sports & here it should be based off a triad model where the Sponsor’s interaction with the Sponsee produces a different channel of communication from the Sponsor’s communication direct to the target audience.

The communication channel between the Sponsee & target audience is more productive than the former. The action of the sponsorship causes a result from the target audience which benefits the Sponsor. Sponsorship is seen as being involved with the five areas of Sport; the Arts; Education; the Environment & the Community; rather than the traditional patronage it was formed upon.

Advertising falls into five main different media:

1. Television
2. Radio
3. Press (printed)
4. Outdoor (posters)
5. Cinema

The cinema category is now almost redundant as original format of no-similar-categories shown in a single segment no longer exists in common UK practice.

Other promotional activity is generally below-the-line in category. Winning formulae use a combination of different promotional activity on a single theme; in Performance Sportswear Design concentrating on brilliant product is the best method.