Sponsors Shying Away From Spotlight During Final Four

Companies Wary Of Public Philanthropy In Hard Times

NCAA men's basketball Final Four sponsors and local donors "will be shying away from the limelight" in Detroit, according to Jaclyn Trop of the DETROIT NEWS. Event organizers said that "many companies are wary of public philanthropy in the wake of criticism of the automotive and banking industries for spending frivolously while seeking government aid to stay afloat." Detroit Local Organizing Committee Exec Dir Bill Ryan said, "All companies are sensitive now to negative news media with their involvement in events." Ryan said that "attracting donor dollars, however, to cover local operating expenses has not been a problem," because "most donors committed themselves" when the NCAA awarded the event to Detroit in '03. But Univ. of Michigan marketing and sports management professor Bettina Cornwell said that companies that "don't publicize their donations are sacrificing marketing opportunities." Cornwell said that it is a "'pity that people don't understand sponsorship as a win-win' proposition for the community and for the business." General Motors Communications Manager Kelly Cusinato said that GM "cut spending this year on hospitality, dealer events and additional advertising." GM also "returned its suites at Ford Field to the NCAA." Chrysler spokesperson Jodi Tinson said that Chrysler "committed $250,000 last year to support early childhood reading programs in Detroit, but isn't helping support the games" this year. Tinson: "With the government loans, that's not an appropriate way to spend taxpayer money" (DETROIT NEWS, 4/3).