TV has always been a form of cultural glue. It's a medium that ignites passion and loyalty and people love talking about it almost as much as they love watching it. It's understandable therefore that the desire for advertisers to position themselves with TV content has never been greater.

In part, this brand demand has been fuelled by a proliferation of advertising opportunities. Whether it's aligning brands with the perfect programme or going all-out with a channel sponsorship, the prospects are ripe for advertisers. The benefits don't stop at the big screen either. Regulatory relaxation has not only enhanced the branding opportunities that sponsorship can offer, but the associations generated through TV content are increasingly being leveraged across a multitude of media touchpoints.

This may go some way to explaining why, according to the Advertising Association, investment in TV sponsorship has grown by over 47% in the past ten years. When you factor in revenue from the more recent additions of advertiser-funded programming (AFP) and product placement, investment surpassed the £300 million mark last year. However, despite the increase in spend, TV sponsorship deals are sometimes forged as last-minute buys or under the premise of 'cheaper' airtime. Given the proven impact that sponsorship can have on brand health, this seems short-sighted.