As the former head of PR at Tennents Rob Bruce knows all about sponsoring and running large events. While there he worked on many large football and music projects including T in the Park. And there is no doubt, that the events in Manchester - which saw a small number of Rangers fans clash with police during the UEFA final - is the stuff of PR nightmares for the brands associated with this type of initiative, as well as city's and clubs directly involved. But according to Bruce, the damage can be mitigated, as long as a well thought out crisis PR strategy is in place.