Dictionaries define sponsorship as: Money that is given, usually by a company, to support a person, organisation or activity — The act of sponsoring someone or something or of being sponsored. Let's be clear, sponsors’ primary goal is to make money: brands hope to gain visibility in return for their sponsorship and thus generate more revenues over the short or long term. So why is Aikido so desperately lacking for sponsors? As we are about to establish a partnership with the 5th Aiki Taikai and the 8th Traditional Martial Arts Night (NAMT - France), let’s use this opportunity to dwell on the subject.
