Editorial: The downside of successful sponsorship

So, Stella Artois is pulling its long-standing sponsorship of The Artois Championships.

Sir Frank Lowe was the lynchpin of the relationship, but his latter attachment to the Heineken brand (handled by his agency, The Red Brick Road) had become an anomaly.

The tennis tournament's organisers are now going to have to peddle hard to build the event's own brand. The tournament screamed Stella, not least with its distinctive red-and-white livery. It's not impossible, though. What's currently known as the Carling Cup has been through many guises: the Littlewoods Cup, the Coca-Cola Cup, the Milk Cup ...