Sainsbury’s finds a safer place to play with its sponsorship money


Sainsbury‘s has signed up as sponsor of ITV‘s Showcase Drama package, in a deal reportedly worth in excess of £10m.

The deal follows hot on the heels of their announcement last month of the early termination of their contract with British Athletics – there was a mid-term break clause that allowed them to do that.

The real world can sometimes be a dangerous place for sponsors to play. Sainsbury’s denied any connection between the current doping scandal which is tarnishing the reputation of a sport which had seemed so spotless and inspirational in the period immediately following the London Olympics.

And in any case they’d perhaps needed to impose some kind of Osbornian cuts on marketing expenditure following poor trading figures announced last May – their first full-year loss for ten years.

So, after the Games, the play’s the thing that Sainsbury’s will focus on.

Television drama is a lot more predictable than sport. Actors always stick to the script.



Image credit: Dave Croker [CC BY-SA 2.0 (, via Wikimedia Commons

Leave a comment

Filed under Sponsorship

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s