Sponsorship. It’s a tough industry these days. Throughout Europe the changing tides can be felt as companies review their marketing mix and the way they allocate marketing budgets. Sponsorship has had a rough ride but can still be a good way to draw attention to a brand directly in front of its target audience. Get it right and the rewards are huge.

Isn’t it strange then that with London 2012 just around the corner, James Ellington, a British Olympic sprinter, is finding it hard to secure sponsorship? Describing himself as ‘Britain’s fastest sprinter without a sponsor’, Ellington has taken matters into his own hands and auctioned his sponsorship on eBay. Having overcome a history of injuries he’s run some lightning quick times this season, becoming Britain’s fastest 200m sprinter at a non-altitude event with a time of 20.52 seconds. He believes he’s peaking at the right time.

In a world where people are not quite so keen to speculate as they once were, many agree with James. In fact 72 bids have so far been received on eBay and the reserve price has already been met. It’s innovative ideas like this that help real talent like James achieve their dreams and companies seize opportunities that can harness some serious added value for their brands.

Want to place your bid? then go to:

http://www.ebay.co.uk/itm/ws/eBayISAPI.dll?ViewItem&item=120825449736#ht_500wt_1171

We wish James all the best in his preparation for London 2012.