Nigel Currie, director of sports marketing and sponsorship at the agency Brand Rapport, said sports sponsorship by drinks companies was "invaluable" in the current economic climate.

BBC: Person drinking

David Sable, chief operating officer of Wunderman, a brand-building agency that is part of the global marketing firm, WPP Group, advises advertisers in a downturn to rally to protect and preserve brand equity that has been nurtured for years, with continued investment in and support of branded products.

FORBES: Don't Skimp On Ad Budgets

Sharing the stage is Brad Fay from The Keller Fay Group, a leading research agency in WOM marketing with whom we recently partnered on a comprehensive study on brand conversations.

FORBES: Why Digital Still Can't Beat Word Of Mouth In Sharing Brand Messages