Is sponsorship worth the money?

Maybe it’s just me ... but has the world gone sponsorship mad?

It seems these days just about everything or anything has a logo on it.

In fact, the placement of logos in the right spot to maximise coverage has become an art form in itself. I take my hat off to the person who thought of having AFL umpires sponsored by an eye-care company.

But does associating your logo with a sports team or individual start really make that much of a difference? Or to go straight to the accountant’s version of that question: Is it really worth the money?