Mark Choueke is bang on the money when he says that iconic events like the World Cup should belong to the fans. Last year Coca-Cola announced a 29% increase in sales following the Bejing Olympics, and I have no doubt that all the official sponsors of the World Cup, and London 2012, will be hoping for similar success, not to mention all the unofficial brands that will be hoping to somehow leverage the positive emotions these events create among fans.
Life and pensions company Aegon is to use the second year of its sponsorship of British tennis to raise awareness of its products and grassroots involvement in the sport.
By the time you read this, I hope that we have a clearly empowered government rather than the committee-based world of a hung parliament. The global recession aside, so much of the economic deficit is caused by systemic bureaucracy, something that would only be accentuated by a lack of decisiveness at the very top table.