It's certainly no new thing to proclaim that logo branding alone is unable to provide a brand with an effective sponsorship platform these days. We've all been talking about the various above-the-line, below-the-line and through-the-line ways of leveraging a sponsorship platform for ages and yet, how many brands are we really seeing do all they can with their sponsorship? In fact, done correctly, should it even be called sponsorship anymore as ideally a platform should include the full mix of PR, Promotions, Research, Digital, Internal Communications, Point of Sale materials (where applicable), B2B exploitation and of course bespoke content (words, pictures and video) to add to the traditional sponsorship branding, advertising and hospitality elements. The other key area, seemingly often neglected, is for brands and their agencies to really push the rights holders for as much support and added value as possible - you need to make them work hard for every £1 you're spending with them.

It's unacceptable in this day and age to throw millions at something and then simply sit back and watch it do nothing for you whatsoever - you need to actively research, PR, promote, explain, involve and interact with your customers and, wherever possible, offer exclusive benefits (and yes, if they are good enough, these can even be revenue driving benefits), as well as utilise the programme to best effect when developing B2B and staff relationships . Sticking your logo on a shirt, sending out a press release and leaving everyone to second guess what it is that you do or why you are involved in the sponsorship in the first place, is money down the drain.

Seems obvious I know, but there are still so many brands out there that seem happy to allow their sponsorship to fail or do a mediocre job for them. A good basic start point might be to apply a simple rule of thumb, which is that if you do not have enough budget, or the access to expert resources to exploit and research the sponsorship, then maybe you should think twice about taking it in the first place.