Matt Rogan explores the sponsorship industry's challenges on CNBC

Click here to view the clip on CNBC's World Business Programme

Lane4's Commercial Director, Matt Rogan, joined industry experts to explore how the credit crunch is affecting the world of sports sponsorship.

Corporate sponsorship is always a tough expenditure to justify and the most popular game at the moment appears to be brands dropping sponsorship.

The deepening economic misery is casting a shadow across this year's sporting sponsorship landscape. However, times are changing; sponsorship deals are becoming more strategic; the return on investment that good sponsorship brings is only now being fully realised. This could be the shock that the sector needs to sharpen up its act.

"At Lane4 we know that the big challenge for the sponsorship market is how it can demonstrate return on investment on a deeper level", explains Matt.

"It is under challenge to prove itself as a business rather than marketing discipline because the impact and benefits need to prove value in the current climate."

"There is enormous value in sponsorship that hasn’t been thought about before. The employee engagement angle is unexploited and the industry needs to explore it right now!"

www.youtube.com | 2009-04-27