Advertising and sponsoring in sport have always played a crucial role in the success and growth of the industry. Sponsors provide financial support to teams and athletes, which helps to cover the costs of training, equipment, and travel, as well as providing a source of income for the athletes themselves. Advertising, on the other hand, helps to promote the sport and bring it to a wider audience, which can lead to increased popularity and revenue for the sport.

However, with the increasing influence and power of the advertising and sponsorship industry, it is important that these practices be more responsible and conscious. Here are a few reasons why:

1 - Ethical concerns: In recent years, there have been several instances of sponsorships and advertising campaigns that have been criticized for being unethical or promoting harmful messages. For example, there have been instances of sponsorships of tobacco or alcohol products, which can have negative health consequences for consumers. It is important that sponsors and advertisers consider the ethical implications of their campaigns and strive to promote messages that are positive and beneficial to society.

2- Representation and diversity: Another important aspect of responsible and conscious advertising and sponsorship is representation and diversity. It is important that these practices accurately reflect the diversity of the sport and its audience, and that they do not exclude or marginalize certain groups. This can help to foster a more inclusive and welcoming environment for all fans and participants.

3- Environmental sustainability: With the growing awareness of environmental issues, it is important that advertising and sponsorship in sport take into account the impact that these practices have on the environment. This can include reducing waste and promoting environmentally-friendly products and practices or supporting financially environemental projects using the Ad For Good label or using Boon.today- like solutions for conscious media buying.

Here are a few recent examples :

2022 World Cup in Qatar: The 2022 World Cup in Qatar has faced a number of controversies and polemics, including concerns about human rights abuses in the construction of the necessary infrastructure, the impact of hosting the event in a country with extreme temperatures, and the decision to award the tournament to Qatar in the first place. There have also been concerns about the lack of transparency in the bidding process, as well as the potential for corruption.

Ronaldo boycotting Coca-Cola: In 2021, soccer star Cristiano Ronaldo announced that he would be boycotting Coca-Cola products during the Euro 2021 tournament in protest of the company's environmental practices. Ronaldo cited the company's use of single-use plastics and its impact on the environment as his main concern, and called on Coca-Cola to take action to reduce its environmental footprint. This move by Ronaldo highlights the importance of responsible and conscious advertising and sponsorship practices, and the role that individuals can play in promoting positive change.

In conclusion, advertising and sponsoring in sport play a vital role in the success and growth of the industry. However, it is important that these practices be more responsible and conscious in order to address ethical concerns, promote diversity and inclusion, and consider the impact on the environment. By taking these factors into account, we can ensure that the advertising and sponsorship industry continues to thrive and make a positive contribution to society.