Anant's blog on Satyam: Missed lesson from the FIFA sponsorship

I’ve sold a lot of sponsorships during my career. Some for plain vanilla on-ground events, some for plain vanilla TV programs, some for small on-ground + TV events and some for large on-ground + TV events, some for special publications and supplements.This has left me constantly intrigued by unusual sponsorship buys. Each time I see communication for a new TV show or for an event, I look for the title sponsor and at the ‘supermarket’ of logos at the bottom of the ad listing all the associate and barter sponsors.