Johnstones Paint has extended its sponsorship of the lower league soccer tournament in England that bears its name for a further three years.  Much of the value for the brand has been derived from community projects over the six years in which the partnership has existed.
The tournament culminates in a Wembley final and matches have been seen by five million people since Johnstones paint became involved.
In a much more effective fashion, over two million more have been exposed to or engaged with community projects based around the sponsorship.
These have included a young bloggers competition offering fans the chance to write about their team, and a shirt amnesty in 2009 where fans gave old jerseys that were then passed on to communities in South Africa.
Keeping a sponsorship fresh for nine years takes innovation and imagination.  This partnership shows it can be done.