Earlier today, Professor Jaideep Prabhu and myself were interviewed by business broadcast journalist and author Boni Sones OBE for a special podcast on the reasons behind the corporate social responsibility (CSR) and sports sponsorship project that we've just launched with Cambridge Judge Business School.

Prof Jaideep Prabhu made the point that the research study will reveal new insights for sponsors that are making substantial investments in sports sponsorship in football, cricket and rugby as well as the London 2012 Olympic Games.

With the need to understand the cause and effect of such activities, it's particularly important for sponsors to know how whether these marketing investments work as well as they should  - and deliver value for money for the sponsor.

We were also asked whether the research study would have the effect of reducing spend in the area of CSR.

In our opinion, CSR is a very powerful platform for brand owners as part of their total sports sponsorship investment and provided that there is a return on investment which can be proven - then the result of this independent research and training project is likely to see an increase in such expenditure, rather than a decrease.

The research and training project will specifically answer two questions:

1. How can both London 2012 sponsors and non-Olympic UK sports sponsors in football, rugby and cricket leverage corporate social responsibility (CSR) and grass roots activities  to create a higher return on objectives, a higher return on investment and achieve enhanced commercial benefits?
2. And what inputs, outputs and outcomes need to be measured and what metrics need to be applied by brand owners in order to evaluate their investment in CSR and sponsorship.

For further information on the project, click here

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