London 2012 sponsors – what’s the legacy?

23 June 2011 | By Cause4 staff

With London 2012 just a year away the country, if not the world, is getting pretty excited about sport.

We have heard all about the different tiers of sponsorship, and how some organisations are sponsors and others merely official providers but I have not seen anyone highlight the fact that with so many major organisations throwing all their marketing resources into their relationship with London 2012 that a void has been left behind, ready for other slightly smaller or less sport centric organisations to support charities in sponsorship.

However, despite it seeming an obvious opportunity to pick up drifting sponsorship opportunities, it is definitely still the case that the economy is still playing its strong arm and making it difficult to find organisations who could afford sponsorship even if they wanted to.

The legacy of the games concerning sponsorship is interesting. There are a number of question marks around the long-term impact with the major fall-out potentially being a fall in demand around sponsorship once all the hype has finished, that will leave smaller charities and other rights holders even more vulnerable when seeking out opportunities.

It would be great if London 2012 sponsors and their agencies might now start to lead the debate and strategy around legacy and longer-term opportunities to support the sector as a whole. Assuming enough of us manage to coax some of the smaller firms out of their lair and onto the major sponsorship stage then following the games there will be numerous opportunities for organisations to develop attractive sponsorship partnerships.

Can we cajole some of those LOCOG and agency employees that will find themselves unemployed post-games to start work now on these ideas with sponsorship finders like me? After all, developing a sustainable sponsorship infrastructure will be a vital component of supporting any sporting or cultural legacy that emerges for London and the UK post 2012.

 

Back to top

Blog index

“Cause4 has had a transformational effect on the Festival, at the level of innovation in organisational development, as well as in fundraising.”

Chris Martin, Trustee of Salisbury International Festival

More by posts by Cause4 staff

Cause4's Pick of the Month - August 2019

1st August, 2019 | By Cause4 staff

It's a new month and the Cause4 team are excited to introduce another four inspiring individuals that are guiding the way in charity leadership, social entrepreneurship, Trusteeship and Arts Fundraising. Read on to meet our pick of the month for August. 

Cause4’s response to: The UK Civil Society Almanac 2019 Report

15th July, 2019 | By Cause4 staff

The UK Civil Society Almanac Reports, released by the National Council for Voluntary Organisations (NCVO), is a crucial source of data that has been providing insights into developments in the voluntary sector since 1996. NCVO has now released its latest annual report, of which the following response will outline key findings including positive growth in terms of grants and investments, whilst public donations and fundraising decline. Diversity in particular has been highlighted as an ongoing issue within the sector throughout the report.  

Cause4's Pick of the Month June 2019

4th June, 2019 | By Cause4 staff

As we approach summer and the longest day of the year this month, we can’t believe quite how fast this year has gone – or the 10 years that led up to our birthday party in May! In our spirit of Sharism, check out our favourite Charity Leader, Entrepreneur, Trustee and Arts Fundraising and Philanthropy Fellow of the Month for June!