Event Sponsorship: 'Is the Worst Yet to Come?

Mark Bagnall

Mark Bagnall discusses that use of brand sponsorship at dance music events and warns that some brands, especially those not targeted at the youth market, could undermine the future of this type of sponsorship.

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Event Sponsorship: Is the Worst Yet to Come?

Mark Bagnall, TRBI

Brand sponsorship at dance music events is now worth tens of millions of pounds. With mainstream brands like Nescaf joining the more obviously youth targeted and, some might argue, more relevant brands like Rizla, Durex Carling and Smirnoff, should we not have been expecting some sort of consumer backlash?

Of course, but this time we should sit up and take notice, as its come from the well-respected clubbers read, Seven magazine. Under the title Corporation of Love, its staff writer says:

Have we...

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