Sport Management. Sponsoring in General

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The evolution of sponsorship is traced from its origins with wealthy patrons supporting poets like Horace and Virgil to its later forms involving scientists and artists. Initially rooted in altruism, sponsorship transformed over centuries, reflecting societal changes, including the emergence of the bourgeoisie in the late Middle Ages. This shift broadened the scope of sponsorship beyond literature to encompass various fields, highlighting the changing dynamics of patronage and its impact on cultural and scientific advancements.