The presence of the big corporates at major sporting events was once the stuff of controversy. Fans were outraged that their beloved shirts and stadiums were suddenly adorned with sponsors' names.
Now it’s par for the course. Whenever you switch on the sports channels you'll see a plethora of logos assaulting your senses at every opportunity.
Love it or hate it, sponsorship is here to stay, but that doesn't mean it has to be crass.
We quite like what Adidas has done at adidasfootball.tumblr.com.
It’s a big corporate sponsor using social media really quite well.
A simple selection of pictures, updated every now and then, brings a colourful flavour of the Euro 2012 championships to a new audience.
The images are chosen carefully and, despite obviously featuring the Adidas logo more often than not, they're clearly taking a slightly more unorthodox view of the championships and sharing it in an refreshing way.
There’s not much more to it than that, but we like it nonetheless.
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