Explore the key sponsorship trends, opportunities, and strategies set to shape 2025, from shifting markets to new growth areas.

Uncovering the driving force behind Louis Vuitton's F1 sponsorship: A lesson in luxury branding.

Behind the scenes of AO's sponsorship decision making process leveraging data and scorecards to make smart decisions.

What are the characteristics of a perfect sponsorship and what factors do brands most commonly prioritise when evaluating new opportunities

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 […]

Atlassian’s CMO, Zeynep Ozdemir, reveals how the company secured and executed its Williams F1 sponsorship in record time.

Uncover the high-stakes gamble that led Cazoo to financial ruin and the lessons every brand must learn to impact consumer behaviour.

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. […]

A deep dive into the current cycling sponsorship landscape considering how and why sponsors can leverage the sport.

Danielle Lee, Brand and Marketing Director at Metro Bank, reflects on the first year as Champion Partner of Women and Girls Cricket.

Why do sponsors in the US enjoy such strong engagement amongst the fan base while European sponsors are seen as a necessary evil?

Opinion: Vipul Londhe, Luscid. "The IPL isn’t just cricket — it’s culture. Now 18 seasons in, India’s biggest sporting event has gone global. What began as a regional phenomenon is evolving into one of the world’s most powerful commercial sports leagues, with growing international viewership and sustained brand interest. Smart marketers are recognising the long-term […]

This article contains the fair market valuations of all 20 Premier League clubs. How does your club compare?

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., […]

Is KitKat’s Formula 1 sponsorship a savvy move to capture younger audiences or a risky gamble that could unravel its beloved brand identity?

Discover why the Paris 2024 Olympics are considered the ultimate sponsorship opportunity, with insights from industry leaders

Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.

For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.” Sponsorship agreements are meant to be long-term partnerships. But when a sponsor decides to pull out early—whether due to financial pressures, a change in strategy, or simply a loss of interest—it can send rights holders into a […]