To wonder why Cancer Research are sponsoring the Boat Race?

[Bearbehind]

I thought the whole point of sponsorship was to provide funding for an event.

Why would Cancer Research spend money on sponsoring the Boat Race?

If they haven't paid anything and it's just publicity then I get it but if they've paid to do it surely that's not a good use of resources is it?

[ThePortlyPinUp]

I think another firm sponsors the race but give the advertising to cancer research.

[feeona123]

Doesn't Barcelona have UNICEF on their football tops

[Bearbehind]

Ah, that makes sense.

I'll unhoick my judgey pants!

[coconuttella]

The point of sponsorship is to raise awareness of your brand, and associate it with things that could help that brand. Commercial companies do it as part of their marketing strategy as ultimately they believe it will increase profits. A charity will make the same calculation.

Why don't you believe the money received would have helped enable the event to take place? The costs of staging this event are a lot more than putting a couple of boats in the water

[Starman16]

www.bnymellon.com/us/en/newsroom/news/expert-voices/why-we-donated-our-boat-races-sponsorship-to-cancer-research-uk.jsp

Cancer Research gets huge exposure, company gets kudos for doing a good deed = win win

[sassymuffin]

Also they have hundreds of volunteers collecting donations along the river banks. DD did this last year.

[Bearbehind]

Bloody marvellous- good on BNY Mellon.

coconut of course I realise there are expenses associated with the boat race - my query was whether Cancer Reapsearch had provided these funds.

People don't give to charities thinking it's going to be used to sponsoring sporting events.

[NewPapaGuinea]

Barcelona actually pay UNICEF to have them on their shirts (or at least used to)

[PietariKontio]

People don't give to charities thinking it's going to be used to sponsoring sporting events.

True, but it would depend on what they get back by doing so: publicity is an important part of any organisation, so any outlay they make sponsoring might bring in an increased amount in return, raise awareness and/or their profile