The economic downturn has put the spotlight on sponsorships ability to deliver genuine ROI like never before.
So, a deal that really caught my eye recenlty was O2's decision to sponsor the Academy music venues as well as any Live Nation event.
O2 has always sweated every drop from its assets and this latest deal adds breadth to its existing offering within music. As a music fan I may not switch my mobile operator simply due to priority ticketing and a free pint at one venue, The O2.
But if the same benefits apply not only to The O2 but also to the Wireless festivals, all 11 Academy venues and for that matter all Live Nation events it would certainly be tempting.
