Sponsorship represents a key part of your Corporate & Social Responsibility programme, and demonstrates that your business is willing to ‘give something back’ to the local community.  It is typically a low-cost way to infuse your brand DNA with social and ethical enzymes, and adds another dimension to the typical business identity of a 2D money-making entity.   Choose your sponsorship wisely – a charity or community group with some kind of link to your business or employees is a great place to start, and then give some thought to how you can make the best of this link.  It’s not just about £££ either – perhaps you could host an end of season Awards Ceremony for the local kids’ football team, or offer mentorship to a youth group.