The importance of event sponsorship has been underlined by the decision by car giant Mercedes to sponsor the Autumn Ideal Home Show, to be held from 6-15 October at Earls Court in London.

“We are really pleased to be working with the event,” said Nick Ratcliffe, the Mercedes Car Group’s marketing director. “It’s a great showcase for us to display a number of our key models and gives us the opportunity to talk to our core target audience while they interact with the Mercedes-Benz brand.”

The Autumn Ideal Home Show, now in its fourth year, will feature the latest trends in interior design, property, renovations and home, along with the chance to receive advice from top experts, such as property specialist Alison Cork, as well as celebrities – although quite what kind of advice they could offer is up for debate.

Organisers dmg World Media are boasting that the show has over 250 exhibitors and is already 90% sold. However, if a flagship event like this can’t fill its stands, what show can. What’s more, with the event kicking off in just over a month, the company must be sweating over clinching that final 10%.