Recently published
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.
Africa’s mobile-first generation: Sponsorship challenges and opportunities for brands
In this article Rebecca Eliot of ProTouch Africa, a strategic advisory and digital solutions FanTech business, guides us through the...
The real reason Louis Vuitton is sponsoring F1
Uncovering the driving force behind Louis Vuitton’s F1 sponsorship: A lesson in luxury branding.
Lisa Parfitt on Ilona Maher and why brands should back women’s rugby
Lisa Parfitt shares her insights on the arrival of Ilona Maher and its potential impact on brand sponsorships in women’s rugby.
Why you don’t need big budgets to benefit from sponsorship
Examining how brands can leverage the power of their owned and earned media channels to reap the rewards of well-aligned sponsorship.
The state of cycling sponsorship: Challenges and opportunities
A deep dive into the current cycling sponsorship landscape considering how and why sponsors can leverage the sport.
How sponsorship is helping Infosys win the AI race
Tech brands like Infosys are turning to sponsorship as they seek to deliver their brand propositions rapidly and at scale.
Sponsorship outlook 2025: The deals, trends, and brands set to make their mark
Explore the key sponsorship trends, opportunities, and strategies set to shape 2025, from shifting markets to new growth areas.
MSQ Sport + Entertainment builds momentum with key hire and exciting new projects
MSQ Sport + Entertainment start to build their new team with key hire from Sky Creative to lead the agency’s strategy.
Sponsorship of the Arts: Is it really worth it?
Should sponsors leave the arts to their fate, or can corporate partners continue to benefit from support of the art world?
KitKat and Formula 1: Brilliant sponsorship or brand identity blunder?
Is KitKat’s Formula 1 sponsorship a savvy move to capture younger audiences or a risky gamble that could unravel its beloved brand identity?
Sponsorship contracts: What could possibly go wrong?
During the hurried excitement and positivity of a new partnership coming together, when negotiating the finer details of rights packages,...
Planning
Lewis Hamilton: The latest name to join CFI’s expanding sponsorship portfolio
CFI Financial Group continues to expand sponsorship strategy with high-profile partnership deal with Lewis Hamilton.
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....
Esports Series Part 3: Navigating the tides of sponsorship success in esports
In the final instalment of our three-part esports sponsorship series we analyse past esports sponsorships and measurement best practice.
The Jockey Club Teams Up with CSM to Redefine Horseracing Partnerships
The Jockey Club, Britain’s largest horseracing operator, has appointed CSM Sport & Entertainment as its principal sales agency for commercial rights.
Guinness demonstrates the growing commercial value of women’s sport with £15m sponsorship deal
The early adopter window of opportunity in women’s sport is shrinking as commercial value continues to grow.
Sponsorship Activation
Actions speak louder than words: How Barclays, DHL, and Amex embrace sponsorship as a force for good
Discover how brands like use sponsorships to drive positive impact, authenticity, and long-term benefits beyond partnerships.
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.
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.
Michelle McLeod and Helen Chomczuk on Baillie Gifford’s sponsorship of the Edinburgh International Book Festival
In this interview, we spoke with Michelle McLeod, Sponsorship Manager at Baillie Gifford and Head of Development of the EIBF, Helen Chomczuk.
Campaign Measurement
Why Chelsea’s New Sponsorship Deal Raises Fair Market Value Concerns for the Premier League
The football business world is currently abuzz with news of Chelsea Football Club's purported sponsorship deal with Infinite Athlete, a...
KitKat and Formula 1: Brilliant sponsorship or brand identity blunder?
Is KitKat’s Formula 1 sponsorship a savvy move to capture younger audiences or a risky gamble that could unravel its beloved brand identity?
7 ways sponsorship builds brand loyalty
Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.
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.
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.
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
Categories
Best Practice
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.
Why you don’t need big budgets to benefit from sponsorship
Examining how brands can leverage the power of their owned and earned media channels to reap the rewards of well-aligned sponsorship.
How sponsorship is helping Infosys win the AI race
Tech brands like Infosys are turning to sponsorship as they seek to deliver their brand propositions rapidly and at scale.
Future Thinking
Africa’s mobile-first generation: Sponsorship challenges and opportunities for brands
In this article Rebecca Eliot of ProTouch Africa, a strategic advisory and digital solutions FanTech business, guides us through the...
Rory Natkiel on harnessing the power of female fans
Rory Natkiel, Head of Strategy at Sid Lee London, shares exclusive insights into the agency’s Fame Gape report and female fans.
7 ways sponsorship builds brand loyalty
Sponsorship strengthens customer loyalty by fostering personal connections, showcasing brand values, and creating unique experiences.
Insights & Analysis
The real reason Louis Vuitton is sponsoring F1
Uncovering the driving force behind Louis Vuitton’s F1 sponsorship: A lesson in luxury branding.
Lisa Parfitt on Ilona Maher and why brands should back women’s rugby
Lisa Parfitt shares her insights on the arrival of Ilona Maher and its potential impact on brand sponsorships in women’s rugby.
The state of cycling sponsorship: Challenges and opportunities
A deep dive into the current cycling sponsorship landscape considering how and why sponsors can leverage the sport.
