There is an unruly mob out to get anyone they feel is contributing to the downward spiral of our economy. Unfortunately, it is this mob that is contributing to the downward spiral.

This mob consists of government officials, certain media and even a few marketers. This group and their actions are condemning sponsorship and its use by positioning the valuable marketing medium as a “waste of money”.

One proclaimed “marketing guru” said that sports sponsorships were “idiotic”. He was quoted as saying “It’s pretty clear that it’s a complete and utter waste of money, ego-driven”.

Interestingly enough, some of the recent attacks were initialized by TMZ – not exactly a media standard that comes to mind for positive social value. What’s next – having to justify our ROI measurements to Perez Hilton?

It’s disturbing and damaging when the media, politicians and marketing gurus use this negative and baseless platform to create chaos and fuel consumer angst. The marketing guru’s base for this mentality is that he hasn’t seen the data supporting that sports sponsorship works. Not that the data doesn’t exist, it’s just that he hasn’t seen it. How irresponsible is it to publicly attack a marketing medium without exercising due diligence. How does one become a marketing guru with this kind of approach?

Clear minds do not prevail in attacks like this. The attackers don’t care about the facts – they want heads to roll. No guillotine references needed here, but the chaotic mood feels right.

The U.S. government is spending billions of dollars to protect industry and yet one of the most powerful and positive of industries is being attacked. We are canceling ourselves out.

Who out there is creating stability and positivity? Would anyone recognize it? When are brands going to defend their position instead of caving. Any sponsor that announces that it will not activate on its sponsorships is accomplishing two things: (1) Wasting its money, and (2) perpetuating the negative and unfair stigma that sponsorship is a waste of money. Northern Trust took a stance to rightfully defend its sponsorship programming. Bank of America has stated that for every one dollar it spends on sponsorship, it makes three. If we don’t listen to what works, how do we get out of this mess?

The ISC is working to deliver a platform of hope and leadership that brands can join. We are looking to raise millions of dollars for the social responsibility initiatives of sponsors while delivering an event that people will remember for decades to come. Brands will be front and center in delivering this message and impact. At a time when we are surrounded by negativity, this doom & gloom, we are working to organize brands and create a positive impact. I hope you will join and support our efforts.

The situation in Darfur is depressing and tremendously saddening. The answer to solving Darfur, however, is not in attacking sponsors and using them as a leverage point. Sponsors and the sports and entertainment industry have the opportunity to make a positive impact on society and they continually do so. Attack this valuable medium, and we destroy the ability to make a difference.

Sponsors are corporations which are made up of many employees who care deeply about the world, people who are friends, family and neighbors.

The Olympic sponsors support and commit to the Olympic ideals and the value they provide to the world. It is important for the Olympic movement to stay neutral in political matters or it could cease to exist.

Attacking sponsors is not the answer to Darfur, in fact, due to the detrimental exposure, it very well may force sponsors to cease to support events and programs that can make a difference. Sponsorship efforts of corporations can help deliver hope to the world. It was one of the main reasons FIFA awarded the World Cup to South Africa.

Collectively, what should the role of the ISC be and what can sponsors do to assist on the Darfur situation and what can we do to contribute to the prevention of future Darfurs?

Let’s come up with impactful solutions. Please share your thoughts.