It’s probably the wrong sponsor

As the country reaches sports melt down and sponsorship investment scales new heights, it is interesting to consider Carlsberg’s investment in the Royal Academy of Arts (MW June 17). There is no doubt that there are huge opportunities in the arts, music and entertainment sectors for sponsors, but an about-face from football to high-end arts takes more than a little understanding.

Recent surveys of consumer attitudes to sponsorship reveal that it has more impact than any other media in influencing brand positioning in the short, medium and long term.

However, even though well designed sponsorship can produce extraordinary results from both a sales and brand perspective it is necessary to build an activation strategy into its use.

Sponsorship is too often used in an ad-hoc manner. By placing it outside the marketing mix sponsorship loses its strategic potency. It is at its strongest when used as a platform to launch above- and below-the-line activity.

Research repeatedly shows that sponsorship makes relevant and compelling connections with consumers but too often they are not capitalised upon, particularly though promotions and direct marketing. It is ironic that at a time when marketers have to find strategies that cut through clutter and reach consumers more effectively, most still misuse one of their best options.

For Carlsberg to succeed as a credible arts supporter it must take time to educate consumers on its relevance and brand heritage in partnering the arts. It must also consider how, through its relationship with the Royal Academy, it can provide consumers with real benefit.

Cameron Day

New projects director

The Works London

London SW6

E-mail address for letters: Please include your home or business address

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 3711 or email

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