Sponsorship may not be a new phenomenon, but as a marketing medium it has changed dramatically since companies first realised association with prominent events could lend visibility and credibility to their brands. One only has to look at how brand logos are squeezed on to every available inch of a racing-driver’s overalls, every spare wall or fence at a sports stadium to see how central a role sponsorship plays in contemporary brand marketing. Once viewed as a complementary and useful additi