Whether you’re an existing or prospective sponsor of anything, but particularly of football, I urge you to watch Culture Secretary Andy Burnham being heckled at yesterday’s 20th anniversary memorial service at Anfield for the 96 fans who died at Hillsborough. His experience highlights perfectly the key questions brands should ask themselves when contemplating sponsorship.

Questions like “How can I avoid being seen as a gatecrasher?”, “What really matters to the fans?” and “How can I make a difference?”

These questions all faced Mr Burnham yesterday, and defeated him.

His appearance was announced only at the last minute. Not ideal.

Why was he there? Not because he’s a football fan, and not because he’s a Liverpudlian. These were merely qualifying credentials. He was there representing the Government.

And the only thing Liverpool fans wanted to hear from the Government, and from Mr Burnham, was something that would mean the prospect of justice for the 96 they came to remember.

But when it became clear Mr Burnham wasn’t going to deliver, his fate was sealed.

Consider the parallels with sponsorship and, as my dad used to say, “think on”.

By Tim Crow on April 16th, 2009

Tags: Default, Football, Sponsorship