BDS Sponsorship is hosting the third European Sponsorship Congress at the Barbican Centre in London on 21-22 May. Delegates at this year's conference Creating the Loyalty Loop will be offered 12 presentations including commercial case studies on community-based sponsorship from BT (FutureTalk), Woolworth's (Kids first) and Barclays (StreetSmart programme). In addition a panel will look at the 'relatively under-developed' sponsorship of shopping malls and sporting venues. Speakers include Paul Barber, director of marketing at the English Football Association and Jack Lundie of Comic Relief. Several case histories will be presented, which BDS Sponsorship say are intended to depict 'why and how sponsorship is becoming a much more important element in companies' global marketing strategies, as lifetime customer relationships and lifetime customer value take on greater importance.' Details: www.sponsorship.co.uk