National Campaigns

Manchester City settlement highlights importance of fair market value in sponsorship

Manchester City settlement highlights importance of fair market value in sponsorship

Sep 9, 2025 |

Yesterday, Manchester City and the Premier League drew a line under their long-running dispute over Associated Party Transaction (APT) rules. The two sides confirmed a settlement, with City accepting that the rules governing fair market value (FMV) sponsorship deals with related parties are valid and binding. It ends a costly legal battle, but the significance of the...
The risks and rewards of a diversified sponsorship portfolio

The risks and rewards of a diversified sponsorship portfolio

Sep 4, 2025 |

When Evian first entered tennis in 1989, the French mineral water brand was not a household name in sport. Over the following decades, through long-term partnerships with Wimbledon, the US Open, and ambassadors such as Maria Sharapova, Evian didn’t just sponsor tennis, it became synonymous with it. Today, their brand equity in the sport is so strong that Evian and tennis are...
£520m boost sparks sponsorship buzz for The Hundred in 2026

£520m boost sparks sponsorship buzz for The Hundred in 2026

Aug 8, 2025

The England and Wales Cricket Board’s (ECB) recent £520 million capital injection into The Hundred, via partial and full sales of all eight franchises, has redefined the tournament’s commercial trajectory. With ownership now including global sporting heavyweights such as the Ambani family (Mumbai Indians), Sun Group (Sunrisers Hyderabad), and RPSG Group (Lucknow Super...
Why am I seeing Guinness everywhere in football?

Why am I seeing Guinness everywhere in football?

Aug 7, 2025 |

Guinness’s recent surge into club football, with new deals expected in quick succession with Arsenal and Newcastle United, follows their 2024 appointment as the Official Beer Sponsor of the Premier League. These aren’t isolated moments of opportunism, but part of a much broader, deliberate brand strategy. What we’re witnessing is Guinness using football as a...
Data driven sposnsorship