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.
National Campaigns
AMEX’s sponsorship of Fortnite’s ‘Race To Wimbledon’ is a lesson in authentic video game engagement
We take a look at how brands can leverage their sponsorship through the virtual world to build authentic engagement amongst a hard-to-reach audience.
Qualitative vs quantitative: how Sheffield United and Chelsea’s recent sponsorship activity differs
As the Sheffield club return to the Premier League after two seasons out, senior figures are determined to secure ‘family friendly partners.’
Little fish, big pond: the dangers of overestimating your sponsorship capabilities
In the dynamic world of sports sponsorship, businesses face a critical decision: Should they swim with the giants and be a small partner of a renowned event, or dive into uncharted waters as the main sponsor of a smaller team? The choice is far from simple, it requires a thoughtful evaluation of the pros and cons associated with each approach as well as your organisation's...
Revealed: The Fair market value (FMV) of every Premier League club’s sponsorship
The Sponsor has today released its Sponsor Power Index 2023, a comprehensive study of the fair market value (FMV) of every Premier League club’s shirt sponsorship.
UPDATE: You can view the results for 2024 here.
Fair market value in sponsorship refers to the income a team or event can expect to receive for their sponsorship on the open market, without any existing...
