How OVO is using music venues to make energy efficiency engaging
OVO’s cultural venue sponsorships offer a powerful way to engage customers on energy efficiency — here’s how.
Arts & Culture
Aviva is using cultural sponsorship to reignite its brand and back the UK
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.
By 2023,...
How AO’s data-led approach is guiding the future of its sponsorship strategy
Behind the scenes of AO’s sponsorship decision making process leveraging data and scorecards to make smart decisions.
European Sponsorship Awards 2025: The Winners
The 2025 European Sponsorship Awards celebrated some of the most innovative and impactful sponsorship campaigns of the year, with brands from across Europe recognised for work that spanned sport, culture, social purpose, and technology.
Leading the night was Gjensidige, whose "The Breathing Space" campaign — created in partnership with the Palmesus beach festival — took...
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?
