For most of us, sports touch our lives on a daily basis. We play sports, watch sports on TV, read about sports in the newspapers, talk to friends about them, buy merchandise and attend sporting events. Sports take us away from our daily routines and entertain us. But while people realize that sports need sponsors (in fact, 74% actually think sponsorship is good), their corporatization can move them away from their fans. With ticket prices sky-rocketing, hospitality areas taking up all the good seats and every square inch of the arena emblazoned with logos, sponsorships are making sports less about the games and more about the names. Sponsoring can be a powerful passion-based marketing tool, and the financial support for those sponsored will always be needed, but marketers need to consider the brand-to-fan connection. Simply putting more logos in more places to get the most out of the investment is not going to get you any fans.

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