Sponsorship needs back-up

I have followed the recent debate on sponsorship with interest (MW February 28, MW March 7), but it seems to me that, in the various deliberations on the subject, almost everyone appears to be missing the point.

I say almost because Roger Baird at least is right when he reports that it is not enough for companies to throw money at events and then, in isolation, expect this to produce benefits which are in line with the level of investment. Sponsorship is a sophisticated tool and does not easily lend itself to such a simple equation.

The real winners of Euro 96 (apart from the Germans) were those organisations who pro-actively supported their investment with associated promotions, and who then went a stage further by looking at non-traditional activities. In the case of Coca-Cola, this was manifested in an extensive city dressing programme which created and sustained high levels of visibility for the brand at each of the host venues.

Rather than bemoaning a poor showing in the RSL research, I would suspect that those companies who did not make it into the RSL top ten are already reredefining their approach to build on the initial platform that sponsorship undoubtedly provides.

Martin Barratt

Marketing director

Tactical Marketing



Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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