Recently published
How Utilita turned sponsorship into a growth engine
How to use AI in sponsorship without losing the plot
Why Barcelona’s growth puts pressure on Spotify to renegotiate
Amazon’s UEFA deal reminds us where women’s football is headed
Can the Tour de France keep up with its own price tag?
Will the sports streaming shift hurt sponsorship value and visibility?
Snoop Dogg and Luka Modrić push Swansea City’s sponsorship value to over £10m
Calculating the impact of Snoop Dogg and Luka Modrić on Swansea City’s sponsorship value.
Will DR Congo’s reported €40m deal change football sponsorship?
Xero x The Lionesses: How grassroots support fuels the game
Chelsea’s sponsorship model: Risk, rebuild, reward?
A different kind of Formula 1 sponsorship
Internal audiences: The ROI booster hiding in plain sight

Planning
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.
How AO’s data-led approach is guiding the future of its sponsorship strategy
Behind the scenes of AO's sponsorship decision making process leveraging data and scorecards to make smart decisions.
The real reason Louis Vuitton is sponsoring F1
Uncovering the driving force behind Louis Vuitton's F1 sponsorship: A lesson in luxury branding.
Padel: The sponsorship goldmine you might be overlooking
Padel is exploding. With over 25 million players worldwide and the number of courts growing at an astonishing 181% annually, this isn’t just another niche sport—it’s a movement. In Spain alone, 5 million people play padel regularly, making it the country’s second-most popular sport after football. Across Europe, clubs are struggling to keep up with […]
Sponsorship of the Arts: Is it really worth it?
Should sponsors leave the arts to their fate, or can corporate partners continue to benefit from support of the art world?
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.
Sponsorship Activation
Aviva is using cultural sponsorship to reignite its brand and back the UK
Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships ended in 2018, a noticeable shift occurred. “We began to see a gradual decline in brand health and a lack of differentiation in a crowded financial services category,” says Tom Whiteside, Head of Group Sponsorship at Aviva. […]
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.
Why Marathon sponsorship became the cornerstone of TCS’ global brand strategy
When Tata Consultancy Services (TCS) first dipped its toe into marathon sponsorship back in 2008, few could have predicted just how central running would become to the company’s global brand story. At the time, TCS’ sponsorship strategy was spread wide across cricket, Formula 1, cycling and more. However, as Abhinav Kumar, Global Chief Marketing Officer […]
Steering through complexity: a global sponsorship strategy for Formula One
When Kaspersky launched its partnership with Scuderia Ferrari in 2010, it wasn’t simply about brand exposure on some of the world’s fastest cars. Their global sponsorship strategy was at once adaptive and dependable, with an eye towards internally measurable impact, co-creating value, and mutual preparations for uncertainty. As Sandro Cisco, former Global Head of Sponsorship […]
‘We’re Just Getting Started’: Danielle Lee on Metro Bank’s impact on Women’s Cricket
Danielle Lee, Brand and Marketing Director at Metro Bank, reflects on the first year as Champion Partner of Women and Girls Cricket.
Lessons from across the pond: Why Americans love their sponsors
Why do sponsors in the US enjoy such strong engagement amongst the fan base while European sponsors are seen as a necessary evil?
Campaign Measurement
Revealed: Premier League Fair Market Sponsorship Values 2025
The Sponsor has once again published its annual Premier League fair market sponsorship values research covering all 20 clubs' front-of-shirt and sleeve sponsorship assets. The results show that some clubs and sponsors are getting a great deal while others are overpaying. Fair market value in sponsorship refers to the income a team or event can […]
Revealed: Premier League sleeve sponsorship values as gambling set to boost market by 40%
Sleeve sponsorship has quietly transformed from an experimental bolt-on into one of the Premier League’s most commercially powerful assets, and its value is about to rise even further. With the front-of-shirt gambling sponsorship ban coming into effect in 2026/27, many gambling brands are expected to shift to the sleeve. On average, gambling brands pay 38% […]
Premier League fair market sponsorship values: Full table and year-on-year results
Following the release of the top 10 Premier League fair market sponsorship values, The Sponsor can now reveal the full ranking from Liverpool’s £65.9 million front-of-shirt valuation to the clubs fighting for commercial ground at the bottom. This year's results once again see Liverpool top the table with a fair market valuation of £65,9m, some […]
What Emma Raducanu’s Vodafone exit teaches us about sponsorship value
Emma Raducanu’s rise to global stardom was nothing short of meteoric. At 18, she became the first qualifier in history to win a Grand Slam, capturing the US Open and the hearts of millions. Her poise and effortless charisma made her a marketer’s dream and the sponsorship value followed fast. Porsche, Dior, Tiffany & Co., […]
Beyond impressions: Measuring sponsorship ROI in real sales
Sponsorship ROI. It’s the one thing that matters most to a CFO and the one thing the sponsorship industry has struggled to prove for decades. For decades, return on investment in sponsorship has been defined in terms of visibility. Logo impressions, media equivalency scores, brand recall. All are useful in their own right, but all […]
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?
Categories
Best Practice
How to use AI in sponsorship without losing the plot
Why Barcelona’s growth puts pressure on Spotify to renegotiate
Amazon’s UEFA deal reminds us where women’s football is headed

Future Thinking
Audi’s Revolut deal reflects a broader sponsorship realignment
Why Barcelona’s growth puts pressure on Spotify to renegotiate
Will the sports streaming shift hurt sponsorship value and visibility?

Insights & Analysis
How Utilita turned sponsorship into a growth engine
Can the Tour de France keep up with its own price tag?
Snoop Dogg and Luka Modrić push Swansea City’s sponsorship value to over £10m
Calculating the impact of Snoop Dogg and Luka Modrić on Swansea City’s sponsorship value.
