Top reads
Recently published
‘We’re Just Getting Started’: Danielle Lee on Metro Bank’s impact on Women’s Cricket
Danielle Lee, Brand and Marketing Director at Metro Bank, reflects on the first year as Champion Partner of Women and Girls Cricket.
The new era of athlete sponsorship: From social media to broadcast powerhouses
Over 60 million people have subscribed to Cristiano Ronaldo’s YouTube channel in the last three weeks. It’s no longer just a social media...
Building authenticity: The power of longevity in sponsorship strategy
For brands with no prior sponsorship experience, the challenge of establishing authenticity can be daunting. How can a company that has...
Santander’s Strategic Shift: Refreshing Sponsorship in Formula 1
Santander’s sponsorship switch demonstrates how a well-timed change can breathe new life into a sponsorship strategy.
Shikenso challenges established players with bold move into European football
Shikenso Analytics secure a major partnership with the Belgian Pro League, marking its first foray into European football.
Crypto.com announces major UEFA Champions League sponsorship
Crypto.com has announced a multi-year partnership with the UEFA Champions League, becoming the competitions first crypto currency sponsor.
Betting firm BJ88 pays 185% above market value to secure AFC Bournemouth sponsorship
Bournemouth’s new sponsorship with BJ88 highlights the difference between fair market value and the premium paid by the betting industry.
SPORTFIVE’s Tim Stedman on crafting successful brand ambassador partnerships
SPORTFIVE’s Head of Athlete Marketing, Tim Stedman, on how to manage and execute a successful brand ambassador partnership
Allianz agrees Twickenham naming rights deal ending West Ham’s London Stadium talks
Allianz announces naming rights deal for Twickenham Stadium bringing an end to rumours of a partnership with West Ham’s London Stadium
Sony to bring innovative changes to NFL as Official Technology Partner
Sony’s new sponsorship deal with the NFL seamlessly showcases products that enhance the game for fans, players, and coaches
Robin Clarke appointed Global CEO of M&C Saatchi’s Passions & PR Specialism
Robin Clarke has been named the new Global CEO of M&C Saatchi Sport and Entertainment. Clarke will report to the group’s Global CEO,...
Paris 2024 Olympics: The greatest sponsorship opportunity on the planet?
Discover why the Paris 2024 Olympics are considered the ultimate sponsorship opportunity, with insights from industry leaders
Planning
From chaos to cohesion: Strategies to mend fragmented sponsorship and strengthen your brand identity
Assessing the dangers of bloated and fragmented sponsorships and what to do about it to strengthen your brand identity.
Navigating fossil fuel sponsorship in the arts: A delicate balance
The ongoing debate surrounding the permissibility of brands associated with the fossil fuel industry sponsoring the arts has gained...
Esports Series Part 1: The landscape and opportunities for brands
In a world where traditional sports have reigned supreme, a digital contender has rapidly risen through the ranks, capturing the hearts...
The Evolution of a Premier League Sponsorship: The Partnership Between PensionBee and Brentford FC
Within the world of sports sponsorships, the behind-the-scenes evolution of partnerships often shrouds itself in secrecy. The path from...
Esports Series Part 2: A passionate, dynamic, and ever-evolving audience
Last week, we kicked off an exciting new series delving into the world of esports with Benedikt Becker of Shikenso Analytics. In our...
The 6 components of successful sponsorship planning: A guide for first-time sponsors
Sponsorship can be a game-changer for brands seeking to elevate their presence and connect with their target audience in a meaningful way....
Sponsorship Activation
Crafting a Winning Partnership: Research-Driven Synergy between Laithwaites Wines and England Cricket
In the world of sports sponsorships, the key to success lies in a profound understanding of your audience. Laithwaites Wine has perfected...
TritonLake CEO, Conor Smyth, on how to maximise partnerships within elite sports
We spoke with CEO and Founder Conor Smyth, to hear more about TritonLake’s sponsorship ambitions and his own tips on how to maximise returns when partnering with a national sports team.
Vhi’s Corporate Communications Manager, Niamh Walker, on alignment and activation with parkrun Ireland
We spoke with Corporate Communications Manager at Vhi, Niamh Walker, about how this sponsorship has helped both brands achieve and further their aims in supporting people to be their healthiest selves.
Four things to know about investing in Saudi Arabian sports
Here are the four most important things to know about the rapidly growing influence of Saudi Arabia if you are seeking sponsorship from or within the nation.
CEO of Shepherd Neame, Jonathan Neame, on what cricket, Kent, and community mean to their sponsorship
We spoke with CEO of Shepherd Neame since 2003, Jonathan Neame, about the driving forces behind this long-standing partnership.
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.
Campaign Measurement
Can controversial sponsorship succeed?
Why did an experienced sponsor like 32Red sponsor Derby County and did their gamble pay off?
Avoiding cognitive bias in sponsorship measurement
How can sponsors remove cognitive bias from the sponsorship measurement and evaluation process to aid better decision making?
Measuring sponsorship impact on brand and business value
Brand value allows marketing and finance professionals to find common ground to measure and assess sponsorship.
Ignore the market research at your peril
Why is conducting sponsorship market research not just a nice to have but a necessity?
Have you forgotten about memory?
What are the different forms of memory and why are they crucial to unlocking your sponsorship goals?
Which methodology should you use to calculate sponsorship ROI?
In this article, we break down and review the two leading approaches to holistic sponsorship ROI measurement offered by sponsorship research experts to assess which to use for your campaign.
Categories
Best Practice
‘We’re Just Getting Started’: Danielle Lee on Metro Bank’s impact on Women’s Cricket
Danielle Lee, Brand and Marketing Director at Metro Bank, reflects on the first year as Champion Partner of Women and Girls Cricket.
Building authenticity: The power of longevity in sponsorship strategy
For brands with no prior sponsorship experience, the challenge of establishing authenticity can be daunting. How can a company that has...
Santander’s Strategic Shift: Refreshing Sponsorship in Formula 1
Santander’s sponsorship switch demonstrates how a well-timed change can breathe new life into a sponsorship strategy.
Future Thinking
Robin Clarke appointed Global CEO of M&C Saatchi’s Passions & PR Specialism
Robin Clarke has been named the new Global CEO of M&C Saatchi Sport and Entertainment. Clarke will report to the group’s Global CEO,...
McLaren’s digital on-car advertising facilitates unprecedented possibilities for Formula 1 sponsorship
Following their first official outing at the Bahrain GP, digital advertising panels from Seamless Digital will feature on McLaren cars in practice, qualifying, and all 23 of this year’s races.
Three reasons why now is the perfect time to sponsor women’s sport
The data supporting greater sponsorship investment in women’s sport is now overwhelming but this opportunity won’t last forever.
Insights & Analysis
The new era of athlete sponsorship: From social media to broadcast powerhouses
Over 60 million people have subscribed to Cristiano Ronaldo’s YouTube channel in the last three weeks. It’s no longer just a social media...
Shikenso challenges established players with bold move into European football
Shikenso Analytics secure a major partnership with the Belgian Pro League, marking its first foray into European football.
Crypto.com announces major UEFA Champions League sponsorship
Crypto.com has announced a multi-year partnership with the UEFA Champions League, becoming the competitions first crypto currency sponsor.
