Sponsorship can be an effective and significant way for a brand to promote themselves through association, with the affiliation creating the effect that brands are known more widely than they actually are.
Studies have shown that the best results occur when bumpers create an obvious link between the sponsorship and programme content, particularly when the brand is introduced into the emotional relationship the viewer has with the programme.
The tricky thing to sponsorship is that it must be seen to be clearly separate from advertising, and there are some tight regulations in place that dictate what message you can create. Ofcom are red hot on these directives, and stations can get into a lot of trouble if they get the emphasis wrong.
Sponsorship can’t contain advertising messages or be seen to encourage viewers to purchase products or services, in any way shape or form. This includes detailing products or services offered, or marketing the brand in any way other than the association with the programme. Basically: NO ADVERTISING, OK?!! …try telling that to your client.
You can get a logo and a catchy tagline in there though, and if you can successfully navigate the balance between sponsorship regulations and creativity, the benefits can be huge.
