Whether it's high-profile sports events or blockbuster art exhibitions, companies like Adidas and Unilever spend millions of pounds on sponsorship - to get their brand associated with sporting or artistic excellence. The global sponsorship market is worth more than 30 billion pounds a year, but what happens when negative publicity - like Fifa's World Cup corruption scandal - starts to tarnish a brand? Evan Davis and guests discuss whether sponsors should walk away or use their influence to press for change.
Guests:
Peter Mather, Group Regional Vice President for Europe, BP; Jan Gooding, Group Brand Director, Aviva; Jaimie Fuller, Chairman, Skins.
Producer: Sally Abrahams.