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In a recession sponsorship could be one of the first budgets to be cut but there are arguments to suggest that it should be one of the last. Although primarily used as a marketing tool, those companies with a mature attitude to the subject have realised that it can be used to address a very wide range of business objectives that also include internal communications, staff retention/recruitment and business-to-business communications. The Guinness sponsorship of the 1999 Rugby World Cup demonstrates the wide-ranging objectives that can be met while also proving the power of sponsorship in consumer marketing.

Global icon David Beckham was alleged by the tabloid media in April 2004 to have had an extra-marital affair. Given his carefully nurtured image as a family man and model father, would the adverse publicity damage that image and affect his lucrative sponsorship endorsements? Research undertaken in the UK by IJSM&S suggests that there has been some negative impact, but it is probably not enough to make him a sponsorship liability. The findings also demonstrate very high levels of prompted and unprompted awareness for his endorsements.

Nigel Currie discusses the recent formation of the European Sponsorship Association and the role he sees it playing in the development of sponsorship in Europe, including how ESA plans to work with the academic community. He also discusses key issues facing the sponsorship industry, such as the tobacco sponsorship ban, the need for better evaluation and the different stages of development of sponsorship across Europe.

Michael Payne made his name by developing the first global marketing strategy, the TOP Programme, for the International Olympic Committee. In 1988 he became the organisation's first ever marketing director. In 2002 he took up the new post of director of Olympic global broadcast and new media rights. During his career at the IOC he oversaw the marketing of 15 Olympic Summer and Winter Games. He has been nominated as one of the world's most influential marketers by Advertising Age and has recently written the book Olympic Turnaround, the story of how the Olympics was saved. In 2005 he became special adviser to Bernie Ecclestone, with a brief to help develop commercial opportunities in Formula One.

John Constantinou discuss his role at Sony Computer Entertainment and how the company embraced sponsorship as a key part of its marketing strategy. He explains the need to rationalise the rights portfolio but emphasises how a balance of grass roots and very high profile event sponsorships can complement each other. Constantinou also discusses the issues that he sees as important in the development of sponsorship, pointing in particular to customer relationship management and research.

Jim Andrews explains the status and role of IEG in delivering information and guidance on sponsorship. He discusses the predominance of sports sponsorship and which sectors are most active in their use of sponsorship, and he analysis the changing role of sponsorship within the marketing mix. Andrews explains the importance of research and the need for activity to be properly measured.