Sponsorship on TV must achieve goals

The Media Analysis on TV sponsorship, “Fantasy football chases sponsors” (MW April 23), highlights some interesting issues by hinting at possible tensions between independent production companies and commercial broadcasters.

The heart of the debate appears to be the “traditional” mistrust between creative-led editorial and sales-led commercial departments. It refers to alleged “interference” from producer Avalon.

We find it pertinent that it is the production company (alleg edly) calling the shots.

Here is the kernel of all advertiser-funded, or indeed all “sponsored” programming. It should be a marketing proposition, not just a media one, and should therefore be the catalyst for a range of activity which seeks to provide a return on the advertiser or sponsor investment.

Moreover, it is our experience that advertisers will surely welcome any attempt to enable the sponsorship message to work harder through merchandising and licensing.

Craig Goldman

Managing partner

Above Par

London WC1

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

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