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Analysis: Competition and compassion in sports sponsorship

It is no secret that athletes earn the majority of their wealth through endorsements and brand sponsorships. Think Michael Jordan and Nike, Lionel Messi and Adidas, Usain Bolt and Puma.Watch any match of the English Premier League and you will see a plethora of companies that paid millions just to have their logo seen in the background.As the most viewed form of television programming, sport is a goldmine for advertisers. During a final of a football match, a brand can gain up to 17 hours of bra