Since the early 1980s, sponsorship （赞助）has become a major part of sport. But how effective is it? Th
英语试题 02-29
Since the early 1980s, sponsorship （赞助）has become a major part of sport. But how effective is it?
There were some big changes to football shirts in the early 1980s. Instead of shirts telling you the name of the team, they gave you the name of a company. At times, it wasn't clear if the team playing was Manchester United or Sharp Electronics. However, fans soon got used to the new look shirts until they changed again: first to Vodafone, then to American Insurance Company AIG, and then to American re-insurance company Aon. It's hard to keep track sometimes.
So, why has sports sponsorship become so popular? Both sides see clear advantages. Most large companies are keen to link their brand to a well-known sporting personality because they believe raising their image in this way will increase sales. And the large sums they offer to do so is a big incentive （激励）for the other side. There's a lot of money involved in sports sponsorship, and many predict that the sums will be rising over the coming years.
But problems can arise. For example, what happens if they sponsor an unsuccessful player or team? Will they look stupid at the end of the season if their team has lost? And what happens if they sponsor a team or player who gets into trouble? DeutscheTelekom was one of the major sponsors of the famous cyclist Lance Armstrong but found it in an awkward situation when he failed drugs tests. As a result of this scandal（丑闻），many companies have moved away from sponsoring cyclists. Instead many now choose to sponsor events rather than the people. Of course, it doesn't matter which team wins because the audiences will see lots of company ads and logos everywhere and the companies know that they will win.
But the really important question is, does sponsorship work? Will you buy their products after the game just because you've seen their ads and logos? There's clearly more research to be done.
8. What's one of the effects of sports sponsorship on the football fans?
A. They can buy cheaper football shirts.
B. They recognize the teams more easily.
C. They welcome the changes of sponsorship.
D. They are confused about the names on the shirts.
9. According to the passage, we can know that .
A. Sponsorship is often a win-win situation.
B. Many sports teams actually dislike sponsorship.
C. The money on sports sponsorship will decrease.
D. Sports sponsorship certainly promotes a company's sales.
10. Why do many companies sponsor events instead of players now?
A. To better spread their brands.
B. To cut the cost of sponsorship.
C. To attract more people's attention.
D. To avoid unexpected troubles of the players .
【答案】8. D 9. A 10. D
【解析】
这是一篇说明文。体育运动中的赞助已经成为体育的一部分，赞助可以通过哪些形式，为什么会被广泛接受，赞助主体有哪些变化，能否真的有作用？
【8题详解】
推理判断题。第二段中的At times, it wasn't clear if the team playing was Manchester United or Sharp Electronics. However, fans soon got used to the new look shirts until they changed again: first to Vodafone, then to American Insurance Company AIG, and then to American re-insurance company Aon. It's hard to keep track sometimes. 经常是都不清楚踢球的球队是曼联还是夏普电子。然而，球迷们才刚习惯了衬衫上的字样，他们又换了：先是沃达丰，然后是AIG，再然后是Aon。有时很难跟得上变化。因为赞助商在不断变，所以队服上的字也要变，对球迷来说就看不明白，被搞糊涂了。选项D他们对衬衫上的名字感到困惑。切题，故选D。
【9题详解】
推理判断题。第四段中的Of course, it doesn't matter which team wins because the audiences will see lots of company ads and logos everywhere and the companies know that they will win. 当然，哪支球队获胜并不重要，因为观众会到处看到大量的公司广告和徽标，而且公司知道公司是赢家。可知赞助商投入的大量的广告叫观众看到了，熟悉了他们，他们已经达到了目的，不管比赛的输赢，他们总是赢家。选项A赞助往往是只赢不输的。切题，故选A。
【10题详解】
细节理解题。第四段中的As a result of this scandal（丑闻），many companies have moved away from sponsoring cyclists. Instead many now choose to sponsor events rather than the people. 由于丑闻，许多公司已经放弃赞助自行车比赛的运动员。相反，许多人现在选择赞助活动，而不是选手。选项D为了避免不可预料的运动员引起的麻烦。切题，故选D。
There were some big changes to football shirts in the early 1980s. Instead of shirts telling you the name of the team, they gave you the name of a company. At times, it wasn't clear if the team playing was Manchester United or Sharp Electronics. However, fans soon got used to the new look shirts until they changed again: first to Vodafone, then to American Insurance Company AIG, and then to American re-insurance company Aon. It's hard to keep track sometimes.
So, why has sports sponsorship become so popular? Both sides see clear advantages. Most large companies are keen to link their brand to a well-known sporting personality because they believe raising their image in this way will increase sales. And the large sums they offer to do so is a big incentive （激励）for the other side. There's a lot of money involved in sports sponsorship, and many predict that the sums will be rising over the coming years.
But problems can arise. For example, what happens if they sponsor an unsuccessful player or team? Will they look stupid at the end of the season if their team has lost? And what happens if they sponsor a team or player who gets into trouble? DeutscheTelekom was one of the major sponsors of the famous cyclist Lance Armstrong but found it in an awkward situation when he failed drugs tests. As a result of this scandal（丑闻），many companies have moved away from sponsoring cyclists. Instead many now choose to sponsor events rather than the people. Of course, it doesn't matter which team wins because the audiences will see lots of company ads and logos everywhere and the companies know that they will win.
But the really important question is, does sponsorship work? Will you buy their products after the game just because you've seen their ads and logos? There's clearly more research to be done.
8. What's one of the effects of sports sponsorship on the football fans?
A. They can buy cheaper football shirts.
B. They recognize the teams more easily.
C. They welcome the changes of sponsorship.
D. They are confused about the names on the shirts.
9. According to the passage, we can know that .
A. Sponsorship is often a win-win situation.
B. Many sports teams actually dislike sponsorship.
C. The money on sports sponsorship will decrease.
D. Sports sponsorship certainly promotes a company's sales.
10. Why do many companies sponsor events instead of players now?
A. To better spread their brands.
B. To cut the cost of sponsorship.
C. To attract more people's attention.
D. To avoid unexpected troubles of the players .
【答案】8. D 9. A 10. D
【解析】
这是一篇说明文。体育运动中的赞助已经成为体育的一部分，赞助可以通过哪些形式，为什么会被广泛接受，赞助主体有哪些变化，能否真的有作用？
【8题详解】
推理判断题。第二段中的At times, it wasn't clear if the team playing was Manchester United or Sharp Electronics. However, fans soon got used to the new look shirts until they changed again: first to Vodafone, then to American Insurance Company AIG, and then to American re-insurance company Aon. It's hard to keep track sometimes. 经常是都不清楚踢球的球队是曼联还是夏普电子。然而，球迷们才刚习惯了衬衫上的字样，他们又换了：先是沃达丰，然后是AIG，再然后是Aon。有时很难跟得上变化。因为赞助商在不断变，所以队服上的字也要变，对球迷来说就看不明白，被搞糊涂了。选项D他们对衬衫上的名字感到困惑。切题，故选D。
【9题详解】
推理判断题。第四段中的Of course, it doesn't matter which team wins because the audiences will see lots of company ads and logos everywhere and the companies know that they will win. 当然，哪支球队获胜并不重要，因为观众会到处看到大量的公司广告和徽标，而且公司知道公司是赢家。可知赞助商投入的大量的广告叫观众看到了，熟悉了他们，他们已经达到了目的，不管比赛的输赢，他们总是赢家。选项A赞助往往是只赢不输的。切题，故选A。
【10题详解】
细节理解题。第四段中的As a result of this scandal（丑闻），many companies have moved away from sponsoring cyclists. Instead many now choose to sponsor events rather than the people. 由于丑闻，许多公司已经放弃赞助自行车比赛的运动员。相反，许多人现在选择赞助活动，而不是选手。选项D为了避免不可预料的运动员引起的麻烦。切题，故选D。
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