Abstract
M.Comm.
The sponsoring of different sports and their organisations have been on the increase during the last decade in South Africa, as was the case in the rest of the world. The announcements of these sponsorships by the sponsors are normally widely advertised and promoted in a varying range of media. The events at which the conditions and values of these sponsorships are made public, are often of a very high standard in terms of setting as well as entertainment value, and more often than not, people of high profiles are
invited to these functions. For the man in the street, the amounts of these sponsorships are mostly mind boggling, and quite often the reasoning behind such sponsorships could be questioned by the average citizen.