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"To sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. Sponsorship may be an arrangement to exchange advertising for the responsibility of funding a popular event or entity. For example, a corporate entity may provide equipment for a famous athlete or sports team in exchange for brand recognition. The sponsor earns popularity this way. Many companies want their logo on sponsored equipment in return."
Quote (http://en.wikipedia.org/wiki/Sponsorship)
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