Explore the key sponsorship trends, opportunities, and strategies set to shape 2025, from shifting markets to new growth areas.

Uncovering the driving force behind Louis Vuitton's F1 sponsorship: A lesson in luxury branding.

Discover the nuances of engaging HNW and UHNW audiences through sponsorship and hear from three brand leaders getting it right.

What are the characteristics of a perfect sponsorship and what factors do brands most commonly prioritise when evaluating new opportunities

Behind the scenes of AO's sponsorship decision making process leveraging data and scorecards to make smart decisions.

Atlassian’s CMO, Zeynep Ozdemir, reveals how the company secured and executed its Williams F1 sponsorship in record time.

Uncover the high-stakes gamble that led Cazoo to financial ruin and the lessons every brand must learn to impact consumer behaviour.

A deep dive into the current cycling sponsorship landscape considering how and why sponsors can leverage the sport.

Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships ended in 2018, a noticeable shift occurred. “We began to see a gradual decline in brand health and a lack of differentiation in a crowded financial services category,” says Tom Whiteside, Head of Group Sponsorship at Aviva. […]

Danielle Lee, Brand and Marketing Director at Metro Bank, reflects on the first year as Champion Partner of Women and Girls Cricket.

Why do sponsors in the US enjoy such strong engagement amongst the fan base while European sponsors are seen as a necessary evil?

Fan media platform The Anfield Wrap highlights how the power of authentic content that genuinely engages football fans.

This article contains the fair market valuations of all 20 Premier League clubs. How does your club compare?

Is KitKat’s Formula 1 sponsorship a savvy move to capture younger audiences or a risky gamble that could unravel its beloved brand identity?

Emma Raducanu’s rise to global stardom was nothing short of meteoric. At 18, she became the first qualifier in history to win a Grand Slam, capturing the US Open and the hearts of millions. Her poise and effortless charisma made her a marketer’s dream and the sponsorship value followed fast. Porsche, Dior, Tiffany & Co., […]

Discover why the Paris 2024 Olympics are considered the ultimate sponsorship opportunity, with insights from industry leaders

Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.

For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.” Sponsorship agreements are meant to be long-term partnerships. But when a sponsor decides to pull out early—whether due to financial pressures, a change in strategy, or simply a loss of interest—it can send rights holders into a […]