Sponsorship More Benefit Than Ads

The Debating Group held a debate at the House of Commons last week; the motion was “Sponsorship is of more benefit than advertising”.

Sir Giles Shaw, Chairman of BARB, was chairman. John Billett, Chief Executive of The Billett Consultancy and Shaun Powell, Head of Marketing at Barclaycard, argued for the motion.

John Billett pointed out that sponsorship has an important role in the arts, and for the environment, “where advertising cannot hope to compete”. Shaun Powell supported this saying that sponsorship ensured the continuation of national sport.

Kenneth Miles, director general of ISBA, and MT Rainey of Rainey Kelly Campbell Roalfe argued against the motion. Ken Miles made the point that advertising encourages volume of sales and ensures continuity of demand, highlighting the benefits of reduced cover prices on magazines and the availablility of commercial radio and television. MT Rainey said that without advertising, sponsorship would not exist. “Sponsorship is the power of suggestion whereas advertising is the power of speech.”

The motion was carried by a large majority.