The dominant ethical issue in the sponsorship sectoris the one of over-commodification and the selling of an event into the hands of productendorsement. The issue is concerned with how much control is being passed over. It is equally anissue in the sports industry as it is in the arts even though it might appear to have been andgone. On the one hand it is not only accepted as a financial necessity in order that events can bestaged, on the other there are still examples of rights owners holding back on the selling oftheir soul. The FA in England still refuses to sell a title sponsorship for its world renownedFACup. It is only in recent years that it allowed a sponsor to be associated with the competitionbut let AXA Insurance only use presenting rights as opposed to title rights. It was not thereforethe AXA FA Cup it was the FA Cup sponsored by AXA. The FA no longer sells any title-associatedrights for this competition. Whilst this is not quite as extensive as the rock musicians who resistproduct overtures for their endorsement over concerns about artist integrity and who controlsartistic content, it is nevertheless an example of commercial power. The writing of course isalready on the wall. In the UK there are few cases of the use of naming rights and stadia, andconsequently the likes of the Reebok Stadium, Walkers Stadium and the former Fosters Ovalstand-out. In the US however, 51 out of the 91 stadia used for...