The sponsorship model is broken – here’s how to fix it

Virgin Media is subsidising the train fare for every away fan travelling to Southampton’s St Mary’s Stadium.Traditional sponsorship models are repetitive, boring and could leave brands at a disadvantage. That is the view of former Coca-Cola GB marketing director Bobby Brittain, who argues that being a top sponsor for global events such as the Olympics is a model that “no longer functions”.
Talking at an Oystercatchers event last month (13 September), he admitted