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The Evolution of Sponsorship

Writer's picture: mariel quinteromariel quintero


The Evolution of Sponsorships: A Journey Through Time

Sponsorship, as we know it today, has deep roots dating back to antiquity. Throughout history, it has evolved from a gesture of support by the elite to become a key tool in the world of business, entertainment and culture. Here is a brief chronology of this fascinating transformation:


Antiquity (500 BC - 500 AD).

  • Greek Olympic Games (776 BC): Here sponsorship in the form of financial support for the winners of sporting competitions was born, with wealthy patrons awarding prizes and rewards.

  • Roman Theater (100 BC): Emperors and nobles patronized the performing arts, supporting actors and writers for the entertainment of the public.


Middle Ages (500 - 1500 AD).

  • Royal Patronage (1000 AD): European kings and monarchs funded artists and craftsmen as a way to elevate their status and promote the arts.

  • Patronage (1200 AD): Wealthy merchants and nobles, especially during the Renaissance, supported painters, sculptors and writers, creating a rich artistic tradition.


Modern Era (1500 - 1900 AD).

  • Sports Sponsorship (1800 AD): The emergence of sports clubs and organized events attracts the interest of companies that begin to see sports as an opportunity to advertise their brands.

  • Newspaper Advertising (1850 AD): Newspapers become the first mass media where companies begin to advertise their products, marking the beginning of modern advertising.


20th Century (1900 - 2000 A.D.)

  • Mass Sporting Events (1930 AD): With the Olympic Games and the Soccer World Cup, sporting events become platforms for global exposure, attracting international sponsors.

  • Television Advertising (1950 AD): The birth of television opens up a new world for advertising, with brands sponsoring prime-time programs.

  • Cultural Sponsorship (1960 AD): Music, film and art festivals begin to receive support from brands seeking to associate themselves with cultural prestige.


21st Century (2000 AD - present)

  • Digital Sponsorship (2000 AD): With the explosion of the internet, brands begin to sponsor digital content and virtual events, adapting to new forms of media consumption.

  • Influencer Marketing (2010 AD): Social networks transform sponsorship, with influencers becoming brand ambassadors, impacting millions of followers.

  • Esports (2015 AD): E-sports capture the attention of major sponsors, with global audiences rivaling traditional sporting events.


Current Trends

  1. Sustainability and Social Responsibility: Brands are now looking to partner with events and causes aligned with sustainability and positive social impact.

  2. Measuring ROI: There is increased interest in measuring the return on investment (ROI) of sponsorships, especially with digital tools.

  3. Immersive Technology: Virtual reality and artificial intelligence are beginning to be integrated into sponsored experiences, offering new forms of interaction.


The history of sponsorships is a reflection of changes in society and the economy. Today, sponsorship continues to evolve, adapting to new technologies and market trends.evolucionando, adaptándose a las nuevas tecnologías y tendencias del mercado.

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