In the mercenary world of advertising, I rarely feel sorry for those involved. By external measures, it is a culture driven by ends justifying any means attitudes, exploitation of the weak and powerless, and behaviors that border or cross the line of abuse. However, there is one group that has over time garnered my sympathies. Specifically, sponsors stuck with a losing team, horse, or racing machine.
When sponsors strike a deal, it is usually for a long period of time at a committed price. The premise uses an optimistic scenario painted by the same individuals who benefit from the sponsorship deal itself. While both parties are adults, qualified and responsible for agreeing to what they sign, it is difficult to anticipate the way the sponsored party might not been successful. During the signing it all makes sense. It is a reality that not everyone is able to deliver on the promise and hope.
The same is true of anything or anyone we endorse. One side make the commitment with the best of intentions, usually driven by hope and promise. When someone falls short, in contrast to sponsors with fixed contractual relationships, there is a choice.
Do we honor our commitment? Are we following Divinity’s model with David? “I’ll keep my hand steadily on him, yes, I’ll stick with him through thick and thin.” (Psalm 89.21) There were big chucks of David’s life that caused God and others around him grief. There were times that the stories told everyone how weak and mistake prone He was. There is a recurring theme of trust, belief in, and enduring sponsorship.
Do we recognize the value of the commitment of others? When individuals recognize their sponsors, especially when they finish way outside of first, the sense of gratitude and appreciation is tangible. It reminds me that I hold a priceless gift freely shared by those that love and trust, both human and divine.
Many have come to appreciate the tangible as well as unseen value that sponsors bring. Honoring their gift through action and intent is the best repayment possible.
