Recently published
Sponsorship spend in Europe hits €32.9bn as growth continues
Spain emerges as fastest-growing market with 19% surge in 2024
Middle East investment drives record €23.4bn Sport sector...
NAB’s Aussie football partnership shows the power of sponsorship as a force for good
Learn how NAB uses sponsorship as a powerful platform to promote its message of social cohesion to millions of Australians
Business conference sponsorship: What brands really want (and what they don’t)
Business conference sponsorship should be one of the smartest marketing investments a B2B brand can make. They’re targeted, measurable,...
Lessons from across the pond: Why Americans love their sponsors
Why do sponsors in the US enjoy such strong engagement amongst the fan base while European sponsors are seen as a necessary evil?
Sponsorship agreements: What to do when your partner decides to walk away
For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.”
Sponsorship...
EXCLUSIVE: Atlassian CMO Zeynep Ozdemir on securing Williams F1 sponsorship in record time
Atlassian’s CMO, Zeynep Ozdemir, reveals how the company secured and executed its Williams F1 sponsorship in record time.
Why fan media offers the most authentic sponsorship in football
Fan media platform The Anfield Wrap highlights how the power of authentic content that genuinely engages football fans.
How to maximise sponsorship visibility through earned media
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
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
In this article Rebecca Eliot of ProTouch Africa, a strategic advisory and digital solutions FanTech business, guides us through the...
The real reason Louis Vuitton is sponsoring F1
Uncovering the driving force behind Louis Vuitton’s F1 sponsorship: A lesson in luxury branding.
Lisa Parfitt on Ilona Maher and why brands should back women’s rugby
Lisa Parfitt shares her insights on the arrival of Ilona Maher and its potential impact on brand sponsorships in women’s rugby.
Planning
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,...
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.
The Jockey Club Teams Up with CSM to Redefine Horseracing Partnerships
The Jockey Club, Britain’s largest horseracing operator, has appointed CSM Sport & Entertainment as its principal sales agency for commercial rights.
Guinness demonstrates the growing commercial value of women’s sport with £15m sponsorship deal
The early adopter window of opportunity in women’s sport is shrinking as commercial value continues to grow.
Top sponsorship priorities for brands in 2024 unveiled
As we embark on a new year, brands within the sponsorship arena are charting a course guided by key priorities that will define their...
Sponsorship Activation
Sony to bring innovative changes to NFL as Official Technology Partner
Sony’s new sponsorship deal with the NFL seamlessly showcases products that enhance the game for fans, players, and coaches
3 lessons from Bud Light’s mismanaged sponsorship campaign
In this article, we assess 3 lessons from Bud Light’s grossly mismanaged sponsorship campaign with Dylan Mulvaney.
Michelle McLeod and Helen Chomczuk on Baillie Gifford’s sponsorship of the Edinburgh International Book Festival
In this interview, we spoke with Michelle McLeod, Sponsorship Manager at Baillie Gifford and Head of Development of the EIBF, Helen Chomczuk.
Chelsea’s cut-price of £25m for a new shirt sponsor is not low enough
While Chelsea’s valuation of prospective shirt sponsorships is down significantly, we look at why it is still not low enough.
Is Carlos Alcaraz now the most marketable athlete in the world?
With youth, an all-round game, trophies, and comfort in front of the camera, is Carlos Alcaraz now the most marketable athlete in the world?
Peloton is fuelling its bold rebrand by sponsoring Liverpool FC
In this article, we look at how Peloton’s rebrand has aligned with their recently announced sponsorship of Liverpool FC.
Campaign Measurement
Shifting Gears: How Cognizant’s F1 exit strategy maximises returns while minimising costs
Cognizant reducing its sponsorship of Aston Martin F1 team shows that strategic exits can be just as powerful as grand entrances
Sponsorship spend in Europe hits €32.9bn as growth continues
Spain emerges as fastest-growing market with 19% surge in 2024
Middle East investment drives record €23.4bn Sport sector...
Sponsorship agreements: What to do when your partner decides to walk away
For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.”
Sponsorship...
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.
Categories
Best Practice
NAB’s Aussie football partnership shows the power of sponsorship as a force for good
Learn how NAB uses sponsorship as a powerful platform to promote its message of social cohesion to millions of Australians
Business conference sponsorship: What brands really want (and what they don’t)
Business conference sponsorship should be one of the smartest marketing investments a B2B brand can make. They’re targeted, measurable,...
EXCLUSIVE: Atlassian CMO Zeynep Ozdemir on securing Williams F1 sponsorship in record time
Atlassian’s CMO, Zeynep Ozdemir, reveals how the company secured and executed its Williams F1 sponsorship in record time.
Future Thinking
Africa’s mobile-first generation: Sponsorship challenges and opportunities for brands
In this article Rebecca Eliot of ProTouch Africa, a strategic advisory and digital solutions FanTech business, guides us through the...
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.
Insights & Analysis
Sponsorship spend in Europe hits €32.9bn as growth continues
Spain emerges as fastest-growing market with 19% surge in 2024
Middle East investment drives record €23.4bn Sport sector...
Lessons from across the pond: Why Americans love their sponsors
Why do sponsors in the US enjoy such strong engagement amongst the fan base while European sponsors are seen as a necessary evil?
Sponsorship agreements: What to do when your partner decides to walk away
For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.”
Sponsorship...
