Sponsorship is fast route to engagement

As sponsors at the FIFA World Cup will prove, the medium’s success is based on its ability to engage with consumers through their passions; in this case, football.

As you quite rightly point out in your Leader entitled “Sponsorship can be as nail-biting as the game” (MW 29 April), sponsors must add value to consumers to reap full benefit from any campaign they create. Those brands that excel in doing so should have the opportunity to be recognised, and the Marketing Week Engage Awards is just the right platform.

Karen Earl, chairman, Synergy

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