Recently published
MSQ Sport + Entertainment builds momentum with key hire and exciting new projects
MSQ Sport + Entertainment start to build their new team with key hire from Sky Creative to lead the agency’s strategy.
Sponsorship of the Arts: Is it really worth it?
Should sponsors leave the arts to their fate, or can corporate partners continue to benefit from support of the art world?
KitKat and Formula 1: Brilliant sponsorship or brand identity blunder?
Is KitKat’s Formula 1 sponsorship a savvy move to capture younger audiences or a risky gamble that could unravel its beloved brand identity?
Sponsorship contracts: What could possibly go wrong?
During the hurried excitement and positivity of a new partnership coming together, when negotiating the finer details of rights packages,...
Rory Natkiel on harnessing the power of female fans
Rory Natkiel, Head of Strategy at Sid Lee London, shares exclusive insights into the agency’s Fame Gape report and female fans.
7 ways sponsorship builds brand loyalty
Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.
‘We’re Just Getting Started’: Danielle Lee on Metro Bank’s impact on Women’s Cricket
Danielle Lee, Brand and Marketing Director at Metro Bank, reflects on the first year as Champion Partner of Women and Girls Cricket.
The new era of athlete sponsorship: From social media to broadcast powerhouses
Over 60 million people have subscribed to Cristiano Ronaldo’s YouTube channel in the last three weeks. It’s no longer just a social media...
Building authenticity: The power of longevity in sponsorship strategy
For brands with no prior sponsorship experience, the challenge of establishing authenticity can be daunting. How can a company that has...
Santander’s Strategic Shift: Refreshing Sponsorship in Formula 1
Santander’s sponsorship switch demonstrates how a well-timed change can breathe new life into a sponsorship strategy.
Shikenso challenges established players with bold move into European football
Shikenso Analytics secure a major partnership with the Belgian Pro League, marking its first foray into European football.
Crypto.com announces major UEFA Champions League sponsorship
Crypto.com has announced a multi-year partnership with the UEFA Champions League, becoming the competitions first crypto currency sponsor.
Planning
Engaging High-Net-Worth Audiences Through Sponsorship: A Delicate Balance of Values and Virtues
Discover the nuances of engaging HNW and UHNW audiences through sponsorship and hear from three brand leaders getting it right.
Esports Series Part 1: The landscape and opportunities for brands
In a world where traditional sports have reigned supreme, a digital contender has rapidly risen through the ranks, capturing the hearts...
The Evolution of a Premier League Sponsorship: The Partnership Between PensionBee and Brentford FC
Within the world of sports sponsorships, the behind-the-scenes evolution of partnerships often shrouds itself in secrecy. The path from...
Esports Series Part 2: A passionate, dynamic, and ever-evolving audience
Last week, we kicked off an exciting new series delving into the world of esports with Benedikt Becker of Shikenso Analytics. In our...
The 6 components of successful sponsorship planning: A guide for first-time sponsors
Sponsorship can be a game-changer for brands seeking to elevate their presence and connect with their target audience in a meaningful way....
Esports Series Part 3: Navigating the tides of sponsorship success in esports
In the final instalment of our three-part esports sponsorship series we analyse past esports sponsorships and measurement best practice.
Sponsorship Activation
Sponsorship risks and environmental responsibility: A critical balance for brands
In a world increasingly attuned to environmental concerns and societal values, the landscape of corporate sponsorships has evolved...
TritonLake CEO, Conor Smyth, on how to maximise partnerships within elite sports
We spoke with CEO and Founder Conor Smyth, to hear more about TritonLake’s sponsorship ambitions and his own tips on how to maximise returns when partnering with a national sports team.
Vhi’s Corporate Communications Manager, Niamh Walker, on alignment and activation with parkrun Ireland
We spoke with Corporate Communications Manager at Vhi, Niamh Walker, about how this sponsorship has helped both brands achieve and further their aims in supporting people to be their healthiest selves.
Four things to know about investing in Saudi Arabian sports
Here are the four most important things to know about the rapidly growing influence of Saudi Arabia if you are seeking sponsorship from or within the nation.
CEO of Shepherd Neame, Jonathan Neame, on what cricket, Kent, and community mean to their sponsorship
We spoke with CEO of Shepherd Neame since 2003, Jonathan Neame, about the driving forces behind this long-standing partnership.
AMEX’s sponsorship of Fortnite’s ‘Race To Wimbledon’ is a lesson in authentic video game engagement
We take a look at how brands can leverage their sponsorship through the virtual world to build authentic engagement amongst a hard-to-reach audience.
Campaign Measurement
Why Chelsea’s New Sponsorship Deal Raises Fair Market Value Concerns for the Premier League
The football business world is currently abuzz with news of Chelsea Football Club's purported sponsorship deal with Infinite Athlete, a...
KitKat and Formula 1: Brilliant sponsorship or brand identity blunder?
Is KitKat’s Formula 1 sponsorship a savvy move to capture younger audiences or a risky gamble that could unravel its beloved brand identity?
7 ways sponsorship builds brand loyalty
Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.
Shikenso challenges established players with bold move into European football
Shikenso Analytics secure a major partnership with the Belgian Pro League, marking its first foray into European football.
Betting firm BJ88 pays 185% above market value to secure AFC Bournemouth sponsorship
Bournemouth’s new sponsorship with BJ88 highlights the difference between fair market value and the premium paid by the betting industry.
Paris 2024 Olympics: The greatest sponsorship opportunity on the planet?
Discover why the Paris 2024 Olympics are considered the ultimate sponsorship opportunity, with insights from industry leaders
Categories
Best Practice
Sponsorship contracts: What could possibly go wrong?
During the hurried excitement and positivity of a new partnership coming together, when negotiating the finer details of rights packages,...
‘We’re Just Getting Started’: Danielle Lee on Metro Bank’s impact on Women’s Cricket
Danielle Lee, Brand and Marketing Director at Metro Bank, reflects on the first year as Champion Partner of Women and Girls Cricket.
Building authenticity: The power of longevity in sponsorship strategy
For brands with no prior sponsorship experience, the challenge of establishing authenticity can be daunting. How can a company that has...
Future Thinking
Rory Natkiel on harnessing the power of female fans
Rory Natkiel, Head of Strategy at Sid Lee London, shares exclusive insights into the agency’s Fame Gape report and female fans.
7 ways sponsorship builds brand loyalty
Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.
Robin Clarke appointed Global CEO of M&C Saatchi’s Passions & PR Specialism
Robin Clarke has been named the new Global CEO of M&C Saatchi Sport and Entertainment. Clarke will report to the group’s Global CEO,...
Insights & Analysis
MSQ Sport + Entertainment builds momentum with key hire and exciting new projects
MSQ Sport + Entertainment start to build their new team with key hire from Sky Creative to lead the agency’s strategy.
Sponsorship of the Arts: Is it really worth it?
Should sponsors leave the arts to their fate, or can corporate partners continue to benefit from support of the art world?
KitKat and Formula 1: Brilliant sponsorship or brand identity blunder?
Is KitKat’s Formula 1 sponsorship a savvy move to capture younger audiences or a risky gamble that could unravel its beloved brand identity?
