Sponsorship.

Tutor2u states that sponsorship can be defined as:

Supporting an event, activity or organisation by providing money or other resources that is of value to the sponsored event. This is usually in return for advertising space at the event or as part of the publicity for the event.


With sponsorship comes a range of rights that need to be taken into consideration. This must be considered by the sponsor and the event in order for them to avoid any confusion or inconvenience. Some of the rights that need to be looked at by sponsors are if they are the official sponsor, signage rights at the event, the right to promote their products and if they are able to bear their name on products related to the event.

TNT Travel Show


The TNT Travel Show's main sponsor is Flight Centre. However, there are several associated sponsors including:

The TNT Travel Show media pack has a specific area that allows companies to apply for sponsorship. It lists a variety of different types of sponsorship. This includes: event sponsors, event associated sponsors, internet/flight booking zone, bar sponsor general sponsor, show guide advertising and additional items such as branded carrier bags, flyers or lanyards.

Each of these has a different prices and offers different services. However, they all offer stands around the show. This is a good way for TNT to make a profit as the event is technically free to visitors.

Carling Cup Final


This event is sponsored by the Molson Coors Brewing Company who owns Carling. Molsons Coors' and Carling especially have had a lot of experience with sponsorship. They were the first official sponsors of the FA Premier League before before Barclays took over. The AMG venues around the UK were also sponsored by Carling but due to the connotations of the brand they were replaced by O2. Meaning venues such as Islington, Birmingham and several others became known as the O2 Academy as opposed to the Carling Academy.


The table below shows sponsors the League Cup has had since the beginning.

It shows that Molsons Coors have sponsored the competition since 2003. Carling was already known as 'Britain's Number One Lager' therefore, adding a name such as Carling to a major football event helped to boost the reputation of both the competition and the brand itself.

For each Carling Cup game, players or each team have shirts with the Carling Cup logo on the arm. This also promotes the Carling (Molsons Coors) brand. As well as this, the brand is shown on the advertising boards around the pitch.

Overall the TNT Travel Show has one main sponsor as well as several other companies who are associated sponsors. Whereas the Carling Cup has one main sponsor. This can have both a negative and positive effect on each event as it depends on how strong the brand sponsoring them is. It seems that both of these events have brands that are well known and appropriate for the nature of the event, and therefore, beneficial to them.

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