Sports Bodies “Selling Out” To Big Business

Press, Volume CII, Issue 30296, 23 November 1963, Page 13

Sports Bodies “Selling Out” To Big Business

WELLINGTON, Nov. 22. The Superintendent of Phvsical Education for New Zealand (Mr D. R. Wills) today appealed to sports bodies not to "sell out" to big busi- ! ness through the growing i practice of sponsorship. Mr Wills said he was concerned about the inroads big business is making into sport. “It's not always for the purpose of helping sport. Sometimes it’s quite obviously for the purpose of advertising. “I have nothing whatever against sponsorship in itself,

(New Zealand Press Association)

| and it’s a good thing that, f i people in firms with finance •; available are willing to put .; some of this to work to help ; ; sport,” he said. .! "But when either the , sponsor or the products of ’ i the sponsor are pushed to .' the fore on every possible < occasion the real motives !; become obvious and are of- ! fensive to people who .give .' any thought to the ideals of ! sport. "If this practice continues ■ it is not beyond the realms of imagination to foresee the ' time when sport is actually , controlled by big business. Few people would suggest that this is desirable.” Mr Wills added: “My plea is for sports organisations in New Zealand not to sell out to big business, and for business firms who are truly interested in helping sports to 1 make their sponsorship anonym ou . [ “In fact I would say that the true test of a desire to • promote sport rather than : exploit it would be willing- ■ ness on the part of the sponsoring firms to have no mention made of their names. “Sponsorship is an easy ; way of having finance or finj ancial guarantees provided 1 for tours and events. How- ; ever, a healthier way would be for the sports organisations concerned to raise their own money for this pur- . pose. I “The sponsoring method may carry in itself the seeds of complacency, falling interest and finally disintegra- . tion. “In the end sports organi isations may lose more than . they gain through these i methods,” Mr Wills con- ! eluded. FOOTNOTE: Sports which , have taken advantage of . sponsorship offers in New Zealand this year include I golf, cycling, tennis, cricket, . athletics, gymnastics, soccer. > Rugby League, softball and . badminton.