Author: Sean Connell

Sean Connell is the Editor of The Sponsor, a magazine dedicated to the business of sponsorship. With a background in brand and asset valuation at Brand Finance and experience advising both sponsors and rights holders, Sean brings industry-leading insight into what makes partnerships valuable, measurable, and impactful.

Kindred Group’s Tom Banks on the future of gambling sponsorship in football

Apr 17, 2023 | Activation

We spoke with Tom Banks, Head of Corporate Affairs UK/Global at Kindred Group – the operator responsible for Unibet and 32Red.

TikTok’s Harley O’Dell on the Women’s Six Nations: “Partners find success when they engage culturally, beyond sport”

Mar 27, 2023 | Activation

Through their continuing journey with Women’s Rugby, TikTok spur on a snowballing sense of progress in one of the fastest growing women’s sports.

Six Nations Sponsorship Report

Mar 22, 2023 | Activation

There were just four main sponsors of the Guinness Six Nations, each looking to use their product directly to enhance the sporting and viewing experience.

Blauw’s Philip Rouwenhorst on why sponsorship evaluations should explore more than ‘the final number’

Mar 16, 2023 | Activation

Philip Rouwenhorst of Blauw Sponsoring Insights explains that searching for a simple quantitative conclusion as opposed to a range of insightful data is neither easy nor useful.