Fossil fuel sponsorship: six key considerations for rights holders

For decades, rights holders have been forced to respond flexibly to changes in sponsorship regulation. Evolving restrictions on tobacco, alcohol, gambling and certain kinds of food have demanded strategic agility and an entrepreneurial attitude to partnership marketing.

In recent years, however, the job has got even tougher – because now right holders are also having to make ethical judgements about what constitutes an appropriate partner. No longer is it simply a question of whether a sponsorship is legal, but also whether it is right.  GET THE FULL STORY