Reasons to be cheerful #2: Sponsorship is about business

AMID THE doom-laden headlines about the end of Europe as we know it business is quietly getting on with, err, business. And a good thing too, as it’s overwhelmingly business that invests in sports marketing. There are of course some sectors that have been affected but even within travel or banking, for example, there are plenty of corporations that are doing rather well. Recessions also give companies the chance to get all their bad news out in one go so the underlying trends in business are actually much more positive than we could be forgiven for thinking they are.