Sport marketing is divided into three sectors. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. The third is the promotion of sport to the public in order to increase participation.
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Companies pay them to have their advertisement on there. That's how they make money.
Sponsorship provides an extra income and/or financial benefit for an athlete. It also can provide equipment and resources for other athlete.
If you are talking about a tounament there are pros and cons.
Pros- Your park will earn money
Players get a lot of expirence at once
Cons-Traffic
Athlete- They get money from the sponsor for wearing or supporting their brand.
Sponsor- They get to showcase their items on a high level hoping to receive more business.