Bubble ready to burst for sponsorship…

Your Leader “Is sponsorship worth the cash?” (MW February 28) was interesting, as were the inevitable findings by RSL Research Services.

Sponsorship creates many images among the British public and at long last we are seeing major companies say “no”. This increasing spiral of perceived value and cost in a relatively unmeasured industry is starting to see the bubble burst.

There will still be organisations willing to pay inflated prices for little more than associated advertising. Evaluation of sponsorship activity by media analysis rarely shows any economy of scale as it surely should.

To identify and establish value for money is a virtual impossibility as all those who try have a vested interested in supporting the notion.

The agreements that fold due to greed or inflated self-worth, may encourage a wider view to be taken by potential sponsors.

You can present sponsorship in many ways, each can be convincing, “viable” and meet organisational priorities but the proof of the pudding is in the eating and some are now clearly wanting fruit salad instead of gateau.

Sponsorship values are over-estimated. With digital TV and further channels, the value of all but a very few prestigious sponsorships will surely fall and common sense will prevail.

There is clearly a “Premier League” of sponsorships. Some enter the arena inappropriately (why did Fujifilm even contemplate being involved with Euro 96?) Others feel almost obliged to be associated out of fear at not being in the big league.

My research has indicated that organisations are unclear about sponsorship, its value and role. Some see it as public relations, others as advertising, a few seek a “partnership” or “relationship”.

Andrew Burman

Sponsorship adviser

Sutton Coldfield

West Midlands

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here