At the BP Renegades panyard Tuesday night, it occurred to me that sponsorship of steelbands is an effective way for T&T companies or multi-national companies operating in this country to demonstrate the effectiveness of their brands and their commitment to the communities in which they operate.
On its web site, bpTT states that it "has proudly sponsored Renegades for over 40 years. During that time Renegades has distinguished themselves as one of the top steelbands. They have won National Panorama title nine times, including three back-to-back wins."
Renegades, of course, was previously known as the Amoco Renegades but changed its sponsor's name in the early years of this century following the "merger" between Amoco and British Petroleum in December 1998, forming BP Amoco, which quickly became just BP.
BP is one of three companies that have had long associations with some of T&T's better steelbands. The others are Witco, with Desperadoes, and Massy, with Trinidad All Stars.
As far as I can determine, Witco began its association with Despers in 1964, while the Neal & Massy group (now Massy after last year's expensive, but effective, rebranding exercise) took over the sponsorship of what had been known as the Catelli Trinidad All Stars, in 1988.
What does the association with of some of this country's premier steelbands bring to the companies that serve as their title sponsors?
Title sponsorship of a premier steelband allows companies to associate with this country's national instrument. The pan, as has been drummed into the heads of Trinidadians for decades, was the only instrument invented in the 20th century. Pan is a source of pride for many Trinidadians, but it is interesting that the semifinals of the Panorama competition gets many more patrons than the finals.
Sponsoring a steelband allows a company to get a great deal of mileage for a significant part of the year. And this is not only at Carnival time, as most steelbands have concerts throughout the year and during the steelband festivals, which is missing from this country's cultural activities.
Sponsorship also extends the brand of the company internationally, when steelbands undertake international tours or when steelbands play locally at international conferences.
An association with a premier steelband may serve to enhance the goodwill, status and appeal of the sponsoring company.
The fact that the steelband from Laventille is sponsored by the cigarette-producing company may make it more difficult for the anti-cigarette lobby to speak out against Witco, as they may be accused of attempting to harm one of the country's oldest steelbands that has taken on iconic status in an embattled, urban community.
In his remarks in the 2009 Witco annual report, the company's chairman Anthony Phillip made the point in arguing that the cigarette producer should be allowed to continue its sponsorship of Desperadoes, even as it was proposed then that it should be banned from other forms of advertising: "Restrictions to corporate sponsorship have also been advocated. It is our view, however, that restrictions on corporate sponsorship fail to appreciate our long-standing contribution to social, cultural and philanthropic programmes, including our 45-year sponsorship of the Desperadoes Steel Orchestra. This partnership has enabled Desperadoes to evolve into one of the most prominent steelbands in Trinidad and Tobago, leading the way in innovation and excellence. It is our view that there should be a waiver for existing sponsorships, with restrictions."
It is interesting to note that Witco has been able to continue sponsoring Desperadoes, whereas internationally most cigarette companies have been forced to drop their sponsorship of events.
It is also interesting that three years ago, the Trinidad and Tobago Cancer Society accused Witco of flouting the Tobacco Control Act of 2009 by allowing its name and logo to be quoted and pictured when Witco sponsored events.
Dr George Laquis, head of the society, said the use of images associated with Carnival on the packets of cigarettes sold by Witco breached of Part III Section 19 (3) of the Act as it depicted and associated itself with a lifestyle that may be deemed desirable.
Witco argued that the use of Carnival images on its packaging does not infringe the Act: "The use of imagery on our cigarette packs is not an advertisement, and retailers maintain and sell cigarette packs directly from dispensers owned by the manufacturer, and so are not widely available for full view of the public.
"The activities that were undertaken by the Witco Desperadoes do not breach the Act, and we are of the opinion that prohibition against tobacco sponsorship, advertising and promotion is not breached by the use of the name Witco Desperadoes as this does not have the effect or likely effect of promoting a tobacco product or tobacco use.
"In fact, this name is the long-established identity of the steelband. The legislation is not intended to prevent the company from being a good corporate citizen. Sponsorship by the company remains a legal activity, except in specific circumstances defined by the Act, and we have not breached these requirements."
This idea about the goodwill that comes from a company like Witco sponsoring a steelband like Despers would only be proven if the company were to stop sponsoring the steelband.
But, in my view, the goodwill and visibility of several companies and products lessened after they stopped sponsoring a premier steelband. In the recent past, The St John's Road St Augustine steelband, Exodus, stopped being Sagicor Exodus and became Republic Bank Exodus. While there is nothing wrong with the insurance products that Sagicor sells, some may argue that the company has lost some of its lustre in the last few years.
Going back further, the status of Guinness in T&T took a beating when it stopped sponsoring the Cavaliers. The brand name Catelli, which at one time was synonymous with ketchup, has almost disappeared from T&T after it dropped its sponsorship of All Stars.
While sponsorship of steelbands is good for the companies, obviously it is also good for the steelbands themselves.
Many of this country's most famous steelbands have become defunct, following the loss of sponsorship. Pan Am North Stars and Iscott Casablanca are examples of famous steelbands that are no more. There are many others.
It is also interesting that some of T&T's biggest and best known companies have stayed away from becoming title sponsors of steelbands. This list includes British Gas, BHP Billiton, SM Jaleel, Bermudez and ANSA McAL (although Carib has lent its name to some steelbands).
Finally, while sponsorship is closely linked with the steelband movement, one of T&T's most famous steelbands has resisted the lure of title sponsorship for years: Phase II, led by Boogsie Sharpe.