Recently published
Sponsorship agreements: What to do when your partner decides to walk away
For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.”
Sponsorship...
EXCLUSIVE: Atlassian CMO Zeynep Ozdemir on securing Williams F1 sponsorship in record time
Atlassian’s CMO, Zeynep Ozdemir, reveals how the company secured and executed its Williams F1 sponsorship in record time.
Why fan media offers the most authentic sponsorship in football
Fan media platform The Anfield Wrap highlights how the power of authentic content that genuinely engages football fans.
How to maximise sponsorship visibility through earned media
Emily Bird of Pangolin PR describes how brands can sweat their sponsorship and create activations that drive earned media and PR coverage.
Super Bowl sponsorship: How smart brands capture the cultural moment
Sponsors invest heavily on game day, however, Super Bowl sponsorship shows the greatest value for brands comes after the event.
Africa’s mobile-first generation: Sponsorship challenges and opportunities for brands
In this article Rebecca Eliot of ProTouch Africa, a strategic advisory and digital solutions FanTech business, guides us through the...
The real reason Louis Vuitton is sponsoring F1
Uncovering the driving force behind Louis Vuitton’s F1 sponsorship: A lesson in luxury branding.
Lisa Parfitt on Ilona Maher and why brands should back women’s rugby
Lisa Parfitt shares her insights on the arrival of Ilona Maher and its potential impact on brand sponsorships in women’s rugby.
Why you don’t need big budgets to benefit from sponsorship
Examining how brands can leverage the power of their owned and earned media channels to reap the rewards of well-aligned sponsorship.
The state of cycling sponsorship: Challenges and opportunities
A deep dive into the current cycling sponsorship landscape considering how and why sponsors can leverage the sport.
How sponsorship is helping Infosys win the AI race
Tech brands like Infosys are turning to sponsorship as they seek to deliver their brand propositions rapidly and at scale.
Sponsorship outlook 2025: The deals, trends, and brands set to make their mark
Explore the key sponsorship trends, opportunities, and strategies set to shape 2025, from shifting markets to new growth areas.
Planning
Robin Clarke appointed Global CEO of M&C Saatchi’s Passions & PR Specialism
Robin Clarke has been named the new Global CEO of M&C Saatchi Sport and Entertainment. Clarke will report to the group’s Global CEO,...
The 6 components of successful sponsorship planning: A guide for first-time sponsors
Sponsorship can be a game-changer for brands seeking to elevate their presence and connect with their target audience in a meaningful way....
Esports Series Part 3: Navigating the tides of sponsorship success in esports
In the final instalment of our three-part esports sponsorship series we analyse past esports sponsorships and measurement best practice.
The Jockey Club Teams Up with CSM to Redefine Horseracing Partnerships
The Jockey Club, Britain’s largest horseracing operator, has appointed CSM Sport & Entertainment as its principal sales agency for commercial rights.
Guinness demonstrates the growing commercial value of women’s sport with £15m sponsorship deal
The early adopter window of opportunity in women’s sport is shrinking as commercial value continues to grow.
Top sponsorship priorities for brands in 2024 unveiled
As we embark on a new year, brands within the sponsorship arena are charting a course guided by key priorities that will define their...
Sponsorship Activation
M&C Saatchi Sport & Entertainment celebrates 20 years with new ‘Passion Pulse’ offering and shift to ‘Fancom’ model
Image: M&C Saatchi Sport & Entertainment's new strategic collective, Passion Pulse
M&C Saatchi Sport & Entertainment...
CEO of Shepherd Neame, Jonathan Neame, on what cricket, Kent, and community mean to their sponsorship
We spoke with CEO of Shepherd Neame since 2003, Jonathan Neame, about the driving forces behind this long-standing partnership.
AMEX’s sponsorship of Fortnite’s ‘Race To Wimbledon’ is a lesson in authentic video game engagement
We take a look at how brands can leverage their sponsorship through the virtual world to build authentic engagement amongst a hard-to-reach audience.
3 lessons from Bud Light’s mismanaged sponsorship campaign
In this article, we assess 3 lessons from Bud Light’s grossly mismanaged sponsorship campaign with Dylan Mulvaney.
Michelle McLeod and Helen Chomczuk on Baillie Gifford’s sponsorship of the Edinburgh International Book Festival
In this interview, we spoke with Michelle McLeod, Sponsorship Manager at Baillie Gifford and Head of Development of the EIBF, Helen Chomczuk.
Chelsea’s cut-price of £25m for a new shirt sponsor is not low enough
While Chelsea’s valuation of prospective shirt sponsorships is down significantly, we look at why it is still not low enough.
Campaign Measurement
Why Chelsea’s New Sponsorship Deal Raises Fair Market Value Concerns for the Premier League
The football business world is currently abuzz with news of Chelsea Football Club's purported sponsorship deal with Infinite Athlete, a...
Sponsorship agreements: What to do when your partner decides to walk away
For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.”
Sponsorship...
KitKat and Formula 1: Brilliant sponsorship or brand identity blunder?
Is KitKat’s Formula 1 sponsorship a savvy move to capture younger audiences or a risky gamble that could unravel its beloved brand identity?
7 ways sponsorship builds brand loyalty
Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.
Shikenso challenges established players with bold move into European football
Shikenso Analytics secure a major partnership with the Belgian Pro League, marking its first foray into European football.
Betting firm BJ88 pays 185% above market value to secure AFC Bournemouth sponsorship
Bournemouth’s new sponsorship with BJ88 highlights the difference between fair market value and the premium paid by the betting industry.
Categories
Best Practice
EXCLUSIVE: Atlassian CMO Zeynep Ozdemir on securing Williams F1 sponsorship in record time
Atlassian’s CMO, Zeynep Ozdemir, reveals how the company secured and executed its Williams F1 sponsorship in record time.
How to maximise sponsorship visibility through earned media
Emily Bird of Pangolin PR describes how brands can sweat their sponsorship and create activations that drive earned media and PR coverage.
Super Bowl sponsorship: How smart brands capture the cultural moment
Sponsors invest heavily on game day, however, Super Bowl sponsorship shows the greatest value for brands comes after the event.
Future Thinking
Africa’s mobile-first generation: Sponsorship challenges and opportunities for brands
In this article Rebecca Eliot of ProTouch Africa, a strategic advisory and digital solutions FanTech business, guides us through the...
Rory Natkiel on harnessing the power of female fans
Rory Natkiel, Head of Strategy at Sid Lee London, shares exclusive insights into the agency’s Fame Gape report and female fans.
7 ways sponsorship builds brand loyalty
Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.
Insights & Analysis
Sponsorship agreements: What to do when your partner decides to walk away
For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.”
Sponsorship...
Why fan media offers the most authentic sponsorship in football
Fan media platform The Anfield Wrap highlights how the power of authentic content that genuinely engages football fans.
The real reason Louis Vuitton is sponsoring F1
Uncovering the driving force behind Louis Vuitton’s F1 sponsorship: A lesson in luxury branding.
