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.

How to maximise sponsorship visibility through earned media

Feb 11, 2025 | Activation

Emily Bird of Pangolin PR describes how brands can sweat their sponsorship and create activations that drive earned media and PR coverage.

Super Bowl sponsorship: How smart brands capture the cultural moment

Feb 7, 2025 | Activation

Sponsors invest heavily on game day, however, Super Bowl sponsorship shows the greatest value for brands comes after the event.

Africa’s mobile-first generation: Sponsorship challenges and opportunities for brands

Feb 6, 2025 | Activation

In this article Rebecca Eliot of ProTouch Africa, a strategic advisory and digital solutions FanTech business, guides us through the sponsorship landscape in Africa examining the trends, growth areas and and opportunities for brands. "For decades, sports sponsorship in Africa has been measured primarily by visibility—logos on jerseys, in stadiums, and on broadcasts....