GCSE Media Studies · key term

Sponsorship

Definition

Financial support, products or services supplied to a person, programme, event or organisation by a sponsor.

Used by AQA

Paper 1, Paper 2

Sponsorship provides money, products or services to support a programme, activity or person. Ford sponsoring Sky Sports is an example of a brand associating itself with media output. Marcus Rashford’s sponsorship relationship with Nike shows how a public figure’s profile can also have commercial value.
Revise: Funding and global media industries
An arrangement in which a brand supports or pays a media producer or personality in return for promotional exposure.
Revise: Kim Kardashian: industries and audiences

1
Keep sponsorship and product placement separate: sponsorship supports a person, programme or activity; product placement embeds a promotional brand reference within the content.
2
Use precise terminology such as monetisation, sponsorship, cross-promotion and niche audience, linked to relevant Kardashian examples.

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