The point of capital's sponsorship of cultural and sporting events is not only the banal one of accruing brand awareness. Its more important function is to make it seem that capital's involvement is a precondition for culture as such. The presence of capitalist sigils on advertising for events forces a quasi-behaviouristic association, registered at the level of the nervous system more than of cognition, between capital and cultural. It is a pervasive reinforcement of capitalist realism.