BP’s Sponsorship Missteps: Authenticity Matters
BP’s 27-year sponsorship of the British Museum is a lesson in the consequences of inauthentic engagement with scrutiny.
Five of the Premier League 22/23 season’s strangest sponsorship stories
In this article, we examine five of the most unusual sponsorship stories in the Premier League this season and if there is anything we can learn from them.
Four things to consider before embarking on an esports sponsorship
In this article, we take a look at the four most important things to know if your company is looking to invest in an esports partnership.
Beyond the paywall: why fan-centred models are ripe for football sponsorship
Broadening access for fans to the sports they love is a cornerstone of sports sponsorship.
From Doha to the World: How Qatar Airways F1 partnership is taking fans to new heights
Qatar Airways, renowned for its exceptional global reach and commitment to excellence, has once again set its sights on the world stage of sports sponsorship. Following its highly successful partnership with FIFA, the airline has now taken flight as the Official Airline partner of Formula 1, solidifying its reputation as a supporter of the most prestigious sporting events in...