 Where traditional "ludi" had been dedicated to a deity, such as Jupiter, the "munera" could be dedicated to an aristocratic sponsor's divine or heroic ancestor.Gladiator games offered their sponsors extravagantly expensive but effective opportunities for self-promotion, and gave their clients and potential voters exciting entertainment at little or no cost to themselves.Gladiators became big business for trainers and owners, for politicians on the make and those who had reached the top and wished to stay there.