Health, Sports & Psychology
  • Video
  • 5 mins
  • Level 1: Introductory

Leslie Budd on... sponsorship

Updated Thursday 23rd September 2010

Is sponsorship part of being a good corporate citizen or simply part of a marketing strategy? Leslie Budd discusses

Video

Copyright open university

Audio

Copyright open university

Text

All around the world public events and sporting events are sponsored by large companies.  Is it part of being a good corporate citizen, or is sponsorship part of a general marketing strategy?  For many literary competitions, the name of these companies lives on far after we’ve all forgotten the names of the prize winners.  Sponsorship is also part of our branding culture and may be important to the employees of certain companies.  The problem often is that sponsorship is seen as nice to have during upturns in the business cycle but decreases during the downturn.  The bottom line is that being a good corporate citizen and undertaking sponsorship should be core to the activities of companies and not just nice to have if they wish to sustain their businesses in the longer term.  

That’s my view.  You can join the debate with The Open University.

 

For further information, take a look at our frequently asked questions which may give you the support you need.

Have a question?

Other content you may like

Boundaries of the knowable Copyrighted image Icon Copyright: Production team article icon

Health, Sports & Psychology 

Boundaries of the knowable

Professor Russell Stannard OBE delves into the question of whether we can ever go beyond the boundaries of what we know.

Article
Felicity Waters' story Creative commons image Icon Lo Verde / CC BY-NC-SA 2.0 under Creative-Commons license article icon

Health, Sports & Psychology 

Felicity Waters' story

Explore the personal side of climate change with Felicity Waters' diary entry.

Article
OU on the BBC: Background Brief - How Bad Is Fat? The Story So Far Copyrighted image Icon Copyright: BBC article icon

Health, Sports & Psychology 

OU on the BBC: Background Brief - How Bad Is Fat? The Story So Far

There are known health issues associated with fat, but are all fats bad for you? Get the background brief

Article
Wang Jinlei's story Creative commons image Icon Lego Activist / CC BY-NC 2.0 under Creative-Commons license article icon

Health, Sports & Psychology 

Wang Jinlei's story

Explore the personal side of climate change with Wang Jinlei's diary entry.

Article
World Toilet Day Copyrighted image Icon Copyright: Jakezc | Dreamstime.com article icon

Health, Sports & Psychology 

World Toilet Day

Toilets save lives. We've compiled some resources to help raise awareness for the 2.5 billion people who do not have access to toilets and proper sanitation.

Article
The Christchurch Earthquake: 22nd February 2011 Copyrighted image Icon Copyright: martinluff under CC-BY-SA licence article icon

Health, Sports & Psychology 

The Christchurch Earthquake: 22nd February 2011

A second earthquake in six months strikes New Zealand - and this time Christchurch feels the full force. The OU's David Rothery suddenly faced a different day to the one he had planned...

Article
Hoarding - a 21st Century condition? Creative commons image Icon Earthworm under CC-BY-NC-SA licence under Creative-Commons license article icon

Health, Sports & Psychology 

Hoarding - a 21st Century condition?

Hoarding has only been recognised as a mental disorder for a short while, but is a psychiatric diagnosis beneficial to the hoarder?

Article
Missing piece of the puzzle Copyrighted image Icon Copyright: The Open University video icon

Health, Sports & Psychology 

Missing piece of the puzzle

Oceanographer Victoria Hill specialises in optical oceanography - the study of how sunlight is absorbed. With Arctic sea ice melting faster, what impact will this have on the global climate?

Video
5 mins
Open platforms make things simple Copyrighted image Icon Copyright: Jinglenodes audio icon

Health, Sports & Psychology 

Open platforms make things simple

Although Skype might look like an open platform, there's still much to be done before a truly open communications system can link us all together.Thiago is working on a solution - Jinglenodes.

Audio
5 mins