Although in laymans terms you are correct the technical definition of a sponsorship involves slightly more than just money. In terms of my dissertation, the complete definition is required. If you're interested the full use of sponsorship is:
“a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and associations that may be used for commercial advantage”.
Although this does include funds, the relationship between sports direct and NUFC is still a form of sponsorship.
So going by that definition, this is a sponsorship deal as well, right?
http://i.dailymail.co.uk/i/pix/2013/08/07/article-2385937-1B2F93B6000005DC-809_634x366.jpg
Haha, Yeah your totally right. I suppose sponsorship is a parasitic form of marketing.
Make sure you don't use that language in your dissertation, good luck, I've filled it in