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.
Arts & Culture
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?
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.
