McLaren’s $100m Mastercard deal shows the power of brand value
McLaren Racing has secured the biggest commercial deal in its history, announcing Mastercard as the official naming partner of the team from 2026 in...
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McLaren’s $100m Mastercard deal shows the power of brand value
McLaren Racing has secured the biggest commercial deal in its history, announcing Mastercard as the official naming partner of the team...
Have Dove made the strangest sponsorship story of the year?
In a sports marketing first, Dove Advanced Care Antiperspirant will take the court at the 2025 US Open as the tournament’s Official...
178 days to go: Inside Milano Cortina’s measured sponsorship push
With 178 days until the Winter Olympic flame is lit at Milan’s San Siro, Milano Cortina 2026 has confirmed 52 commercial partnerships:...
Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI
When Axi, the global online trading platform, partnered with Manchester City in 2020, the objective was clear: build awareness in new...
How to use AI in sponsorship without losing the plot
In case you hadn’t noticed, Artificial Intelligence is reshaping sponsorship. Technologies like VISUA and Entyx now offer frame-by-frame...
Why Barcelona’s growth puts pressure on Spotify to renegotiate
In 2022, FC Barcelona struck what looked like a lifeline deal with Spotify: €60 million per year for shirt sponsorship and another €5...
