The Football League has announced a new fundraising partnership with Prostate Cancer UK, which will see the 72 clubs taking part in various fundraising activities throughout the season.

In the midst of all our research and analysis to benefit the charity sector, we here at nfpSynergy have been keenly following the Olympics action – a bit of morning judo, lunchtime dressage, boxing, kayaking, swimming – we can’t seem to get enough of it. So all the controversy about empty Olympic venue seats and corporate sponsors got us thinking a bit more about funding for sports and physical fitness initiatives in this country and how to involve the public to a greater degree.

Legend has it that we’re living in a brave new world of community minded companies and business like charities. So a partnership between a company and a charity is now a partnership of equals with shared values and a common goal, right? Maybe. Maybe in some cases, the company and the charity have achieved the holy grail of cross sector partnerships where both are getting what they need.

But maybe that’s in the minority of cases and for the rest, asking whether it’s worth the hassle is a question worth asking.