Recently published
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.
Bud Light’s branding rollercoaster: A Lesson in brand perception and sponsorship strategy
Bud Light, America’s once best-selling beer, has learned a crucial lessons about sponsorship strategy and brand perception.
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.
Shifting Gears: How Cognizant’s F1 exit strategy maximises returns while minimising costs
Cognizant reducing its sponsorship of Aston Martin F1 team shows that strategic exits can be just as powerful as grand entrances
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 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 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 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...
What effect does a gambling partnership have on fellow sponsors?
In this article, we take a look at how and why betting companies continue to bail out clubs, and what that means for sponsors down the line.
Sponsorship risks and environmental responsibility: A critical balance for brands
In a world increasingly attuned to environmental concerns and societal values, the landscape of corporate sponsorships has evolved...
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...
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...
Planning
How Olympic sponsors have found themselves in a political minefield
If discontent with the IOC continues to grow, sponsors will be forced to comment or risk complicity in unpopular political choices
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.
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 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 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 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...
Sponsorship Activation
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.
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.
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...
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.
Four things to consider before embarking on an esports sponsorship
In this article, we take a look at the four most important things to know if your company is looking to invest in an esports partnership.
Five of the Premier League 22/23 season’s strangest sponsorship stories
In this article, we examine five of the most unusual sponsorship stories in the Premier League this season and if there is anything we can learn from them.
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
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.
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....
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...
Future Thinking
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.
Don’t distract fans, engage them
Is your sponsorship working hard to create a meaningful fan engagement or distracting them from the very thing they love?
Insights & Analysis
Bud Light’s branding rollercoaster: A Lesson in brand perception and sponsorship strategy
Bud Light, America’s once best-selling beer, has learned a crucial lessons about sponsorship strategy and brand perception.
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.
Shifting Gears: How Cognizant’s F1 exit strategy maximises returns while minimising costs
Cognizant reducing its sponsorship of Aston Martin F1 team shows that strategic exits can be just as powerful as grand entrances
