How Olympic sponsors have found themselves in a political minefield
If discontent with the IOC continues to grow, sponsors will be forced to comment or risk complicity in unpopular political choices
Winter sports fuelled by oil: a lesson in inauthentic engagement with scrutiny
As oil and gas companies, airlines, and automotive brands continue to sponsor winter sports events, negative contributions to climate change remain their primary association in the minds of viewers and athletes.
The Saudi Tourism Authority’s IPL partnership will raise destination awareness beyond Indian cricket
The Saudi Tourism Authority’s (STA) ground-breaking sponsorship is at the intersection of business, sport, and culture, with a two-sided flow of lucrative benefits.
McLaren’s digital on-car advertising facilitates unprecedented possibilities for Formula 1 sponsorship
Following their first official outing at the Bahrain GP, digital advertising panels from Seamless Digital will feature on McLaren cars in practice, qualifying, and all 23 of this year’s races.
What the UFC’s ‘best sponsorship year ever’ tells us about the present opportunities and risks in combat sports
In their full-year 2022 earnings call, parent company Endeavour expressed that the UFC had posted its “best sponsorship year ever in 2022, unlocking new categories and inventory to reach a fan base that grew double digits over 2021 in the U.S.” The UFC’s sponsorship success connects to the broader proliferation of combat sports in public view and sustained demand for live...