T-Mobile UK has announced that it will be the headline sponsor for The T-Mobile Big Dance 2010, described as "the world’s biggest celebration of dance".

The mobile network, whose iconic "Dance" advert sparked an internet phenomenon last year, is set to be closely involved in all Big Dance events, from Move It in March to Big World Dance in Trafalgar Square, promoting participation from both T-Mobile and non-T-Mobile customers. The event will take place between 3rd and 11th July.

Big Dance is a biennial celebration of dance which launched in 2006 and is organised by the GLA, the Mayor of London and Arts Council England. Big Dance has been funded by Legacy Trust UK, an independent charity set up to help build a lasting cultural and sporting legacy from the 2012 Olympics.

The initiative is designed to reach out to every community wherever they are and whatever level of experience or age, to be inspired and to have opportunities to dance.

Speaking at the launch of The T-Mobile Big Dance 2010, Richard Moat, Managing Director, T-Mobile UK, said: "We are passionate about encouraging our customers to participate in extraordinary events. From our experience with our Dance advert, which attracted over 17 million views on YouTube and spawned many fantastic imitation videos, we know how dance can really capture the imagination and spur people to get involved.

"We're looking forward to supporting The T-Mobile Big Dance 2010 in the spirit of our 'Life's for Sharing' brand philosophy".

The Mayor of London, Boris Johnson, was equallyupbeat about the new deal: "It's fantastic news that T-Mobile have come on board. We'll be using the most flexible and adaptable methods to take this most agile of artforms to even more people.

"With hundreds of thousands already dancing across the capital - from hip hop in Hampstead, a gavotte in Greenwich, or a riverdance along the Thames - many thousands more will be able to join in Big Dance thanks to the most up to date technology".

"The sponsorship coincides with the launch of Mitchum Endurance Sport for Men into the UK market making it the perfect partner providing our athletes with the security of superior product performance and financial support so they can focus on providing a winning performance on the track".

UKA Head Coach Charles Van Commenee said: "We are delighted to have Mitchum on board as an official sponsor.

"The partnership is a perfect fit for our athletes who will benefit immeasurably from Mitchum’s continuing sponsorship and support, allowing them to achieve their performance goals as they prepare for London 2012".

Banner has recently addressed the nude, transcribing into words her candid observations of a life model. For Mirror (2007), Banner made a written portrait of the actress, Samantha Morton, posing nude in the artist's studio. The following night Morton read out the description, which she had not previously seen, to a live audience, in what Banner has described as a "striptease in words". These descriptions have at times been transcribed onto parts of military aircraft, performing a complete cycle of intimacy and alienation.

In 1997 she published THE NAM, a 1,000 page book comprising a meticulous description of six Vietnam War films. The completion of this epic work was marked by a tiny neon full stop, which later led to a series of sculptures of enlarged punctuation marks in various fonts, such as Full Stops 1998. Made intermittently, these sculptures punctuate both Banner's own work and the space in which they are exhibited, and represent a breakdown, or gap, in language.

Fiona Banner's work for the Commission will challenge the aesthetic and physical expectations of the neoclassical Duveen galleries. She comments, "I'm looking forward to the prospect of working within the phallic pillars of this extraordinary grandiose space".

Judith Nesbitt, Chief Curator, Tate Britain, said: "Fiona Banner's works arrest the eye and the mind; they are both seductive and unsettling. I greatly look forward to seeing her imaginative response to the spaces of Tate Britain's Duveen galleries when the work is unveiled this summer".

Credit: photograph of Fiona Banner: Dafydd Jones.

"Sponsorship of Newcastle United is a proven commercial investment that not only generates significant media value for Northern Rock plc but also enables the bank to connect to customers at a local and national level.

"Newcastle United's aim is to return to the Premier League next season and we believe that collaboration will help both companies achieve our respective goals in the local, national and international marketplace".

Gary Hoffman, Chief Executive, said: "I am pleased to confirm that the new bank has become main sponsor of Newcastle United. There has been a long-standing relationship between Northern Rock and the club, which dates back to 2004, and it represents an important community link.

"The new contract will help keep the Northern Rock brand in the public eye and reinforce our strong roots in the North East region, a community we are immensely proud to support".

The amount of support from Trusts & Foundations also fell from £141 million to £135 million, also experiencing a 7% decrease from last year and accounting for 21% of the total private investment in the cultural sector.

According to the respondents of Arts & Business' Private Investment in Culture Survey, private investment in 2008/09 accounted for an average of 15% of their organisation's total income. Public sector funding, including funding from the arts councils, the UK Ministries of Culture, other governmental departments, local authorities, other public subsidies and lottery funding, made up 53% of the total income of cultural organisations. The remaining 32% was raised through earned income, including ticket sales and trading.

With £449.6 million, London was again the largest recipient of private investment, accounting for 69% of the total amount of investment received by the cultural sector throughout the UK in 2008/09. However, this is a drop of 8% from the previous year.

Scotland received £37.9 million of private investment, a drop of 6%. Wales received £20.1 million, a 2% increase from the year before, and Northern Ireland received £6.6 million of private investment, which was a year on year decrease of 24%. (All % changes are calculated above inflation).

The full report will be launched and discussed at a day-long symposium on Friday, 26th March 2010, at King’s Place, London. It will include a detailed analysis of the figures by region and art form. It will also provide additional and contextual information about the present and future state of the arts and their relationship with the private sector.

"We are aware of the tough times that sports sponsorship continues to go through and to be able to have that security of a title sponsor through to 2012 is an immense relief. This renewed sponsorship allows our strong partnership to continue to grow and allows us to keep planning to the good of all concerned. So, I take this opportunity to thank J.P. Morgan Asset Management for its continued involvement in sponsoring and supporting the event and in doing so helping us to improve the on-water and onshore experience for the many thousands of sailors and spectators alike."

Sonia Mayes went on to stress the value placed on sponsor and race partner relationships. The success of the Race is as much about the team effort between the title sponsor, race partners and ISC Race management, she said, as it is about the team effort on board each yacht.

Photo: Paul Wyeth

ESA argues that imposing such a stringent test will be tantamount to a blanket ban on alcohol sponsorship, as it is inconceivable to accurately assess which events count less than 10% of children amongst their audience. As a result, and in order to maintain the essential funding provided by their alcohol sponsors, clubs could seek to restrict access to anyone under the age of 18 – thereby having significant negative social impact.

The alcohol industry already works to a voluntary 25% rule, in accordance with the Portman Group Code of Practice. ESA says it has seen no evidence to suggest that this self-regulation guidance is not working.

ESA recognises that the issue of alcohol-related harm is significant and serious. However, there is no evidence to support a causal link between alcohol sponsorship and alcohol related harm, it says. ESA strongly believes that education and sales, packaging and availability are the key issues, rather than sponsorship.

Whilst calls for restrictions and bans on alcohol sponsorship continue, ESA is keen to stress that any such ban would have a significant adverse cultural, social and economic impact and submitted independent evidence to the Committee on this point.