The number of youth organisations forming partnerships with big business is on the increase. Patrick McCurry looks at whether the two make suitable bedfellows.
The controversy caused by Cadbury's corporate sponsorship deal with the Youth Sport Trust earlier this year shows how such arrangements can go wrong in the public eye.
The company's multi-million pound campaign will encourage children to buy chocolate bars in return for schools receiving new sports equipment. But the deal was criticised by some health experts as a cynical marketing ploy.
Despite cases such as this, youth organisations in the voluntary sector are increasingly turning to corporate sponsorship for their fundraising.
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