Sponsorship
Companies like BP and Aviva use sponsorship to promote their brands. How effective is it?
The Bottom Line · BBC Radio 4
Audio is streamed directly from the publisher (open.live.bbc.co.uk) as published in their RSS feed. Play Podcasts does not host this file. Rights-holders can request removal through the copyright & takedown page.
Show Notes
Whether it's high-profile sports events or blockbuster art exhibitions, companies like Adidas and Unilever spend millions of pounds on sponsorship - to get their brand associated with sporting or artistic excellence. The global sponsorship market is worth more than 30 billion pounds a year, but what happens when negative publicity - like Fifa's World Cup corruption scandal - starts to tarnish a brand? Evan Davis and guests discuss whether sponsors should walk away or use their influence to press for change.
Guests:
Peter Mather, Group Regional Vice President for Europe, BP; Jan Gooding, Group Brand Director, Aviva; Jaimie Fuller, Chairman, Skins.
Producer: Sally Abrahams.