Beyond the paywall: why fan-centred models are ripe for football sponsorship
Broadening access for fans to the sports they love is a cornerstone of sports sponsorship.
Sports
From Doha to the World: How Qatar Airways F1 partnership is taking fans to new heights
Qatar Airways, renowned for its exceptional global reach and commitment to excellence, has once again set its sights on the world stage of sports sponsorship. Following its highly successful partnership with FIFA, the airline has now taken flight as the Official Airline partner of Formula 1, solidifying its reputation as a supporter of the most prestigious sporting events in...
Jen Skingsley of Birkett Long on how to support the community through sponsorship
We spoke with Jen Skingsley, Head of Marketing at Birkett Long and Colchester Kings superfan, about the importance of meaningful involvement for local businesses in their sponsorship campaigns.
More is less: the risks of a broad sponsorship portfolio that neglects brand alignment
The question all marketing teams have been asking is this: is it better to increase partners, or assemble fewer partners with more focused campaigns?
JM Finn’s Head of Marketing, Oliver Tregoning, on how to find and retain the right sponsorship partner
We spoke with Head of Marketing Oliver Tregoning, to hear his tips on how to manage a successful partnership and maximise business returns.
