Standard Chartered step in on race row

For anyone who follows sport, or anyone at all for that matter, it has been hard to miss the news surrounding the famous handshake that never was between Luis Suarez and Patrice Evra. After being charged with racist conduct against the Frenchman, Suarez served his 8 match ban and this weekend marked his first encounter with Evra since the incident. What followed left the player, manager and club exposed to torrents of condemnation and abuse from players, pundits, media and fans alike. However, was it just those three parties that were left exposed?

If headlines are to be believed this week the club's sponsor, Standard Chartered, made moves to reconcile the situation amidst fears that the incident would tarnish the brand. Reports suggest that the sudden turnaround in attitudes, and subsequent Liverpool-endorsed apologies, from Suarez and the Liverpool manager Kenny Dalglish were due almost entirely to the intervention of the sponsor.

It is unsurprising that Standard Chartered felt the need to step in over this particular incident; being a global brand, affiliation to a club under the microscope for a racial incident has the potential to be highly damaging. Despie this many have questioned the extent of their influence on the club, and whether their reported £20m a year investment allows them this authority.

Instances where brands have been affected by the behaviour of the properties they sponsor are not rare. O2 made their feelings on the antics of the England Rugby team known on the team’s arrival home from the World Cup, stating that the relationship was subsequently in jeopardy. The situation seems to raise more questions than it does answers. Are we going to see more sponsors taking steps to protect their brand name by stepping in and exerting their influence on the behaviour of their properties? Do brands have the right to step in and intervene? Ultimately this incident highlights a change in relationship between sponsors and properties, arguably due to the current fragile economic climate. Brands want to insure they are getting as much bang for their buck as possible and if that means slapping wrists then so be it. Companies often choose sponsorship to build a positive brand perception and if a "property's" actions are causing the opposite then they have the right to intervene. In fact the power to intervene will often be a contractual right. This kind of intervention is something we feel will happen more often in the future as brands start to gain more power in these relationships as a result of the fragile economic climate.

Campaign of the week - Baileys 'add a little something...' with Grazia

Baileys kicked off their press partnership with Grazia this year on the 7^thFebruary to coincide with Grazia’s special Valentine's Day issue. Baileys are teaming up with the magazine to create 4 advertorial pages to give readers tips on how they can ‘Add a Little Something...’ to the time they spend with their friends. Each week Bailey’s will be giving one lucky reader the chance to win one of many exciting experiences for themselves and 3 friends by writing to the magazine with their ideas for an amazing experience.

Visit www.graziadaily.com/baileys for your chance to win anything from Burlesque dance classes to cocktail mixing nights with 3 of your best mates.

New Starter - Please welcome Baz English

My previous role was at Guardian News & Media on the Brand Partnerships team working on digital and press campaigns for a number of clients. I worked at GNM for six years so it is great to come to Carat and get stuck into some new challenges. I have a lot of learning to do and can’t wait. After my stint at the Guardian I took 16 months out to travel around the world, having many adventures, South America & Burma being the highlights. I love music, going to gigs and spend most of my summer at festivals.