What is TV sponsorship

Part of my brief is to come up with a TV sponsorship sequence to go with my finished adverts. Therefore, to help my understand what these are, I am going to research a bit about them so that when I have to produce one, I will have a clear understanding of the task which will improve the quality of my work.

A sponsor is a group or an individual that supports anything from an event to an individual financially or through provision.

1) "Sponsorship is a cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property, according to IEG.

While the sponsee (property being sponsored) may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return.

And, while sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different than advertising. Unlike advertising, sponsorship can not communicate specific product attributes. Nor can it stand alone. Sponsorship requires support elements. And, while advertising messages are controlled by the advertiser, sponsors do not control the message that is communicated. Consumers decide what a sponsorship means."

1) http://en.wikipedia.org/wiki/Sponsor_(commercial)

Below is an example of a sponsorship seen on television. No profit is made for the sponsor, only for the cause which is the puppy appeal for the blind. So although is seems similar to an advertisement, adverts make a profit for their product whereas a sponsorship raise money for another cause.