The Jockey Club, Britain’s largest horseracing operator, has appointed CSM Sport & Entertainment as its principal sales agency for commercial rights.
Bud Light, America’s once best-selling beer, has learned a crucial lessons about sponsorship strategy and brand perception.
In the final instalment of our three-part esports sponsorship series we analyse past esports sponsorships and measurement best practice.
Cognizant reducing its sponsorship of Aston Martin F1 team shows that strategic exits can be just as powerful as grand entrances
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.
If discontent with the IOC continues to grow, sponsors will be forced to comment or risk complicity in unpopular political choices
In this article, we assess 3 lessons from Bud Light’s grossly mismanaged sponsorship campaign with Dylan Mulvaney.
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.
Broadening access for fans to the sports they love is a cornerstone of sports 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.
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.
Why did an experienced sponsor like 32Red sponsor Derby County and did their gamble pay off?
How can sponsors remove cognitive bias from the sponsorship measurement and evaluation process to aid better decision making?
Brand value allows marketing and finance professionals to find common ground to measure and assess sponsorship.
Why is conducting sponsorship market research not just a nice to have but a necessity?
What are the different forms of memory and why are they crucial to unlocking your sponsorship goals?
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.
More Best Practice content
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.
The data supporting greater sponsorship investment in women’s sport is now overwhelming but this opportunity won’t last forever.
Is your sponsorship working hard to create a meaningful fan engagement or distracting them from the very thing they love?
More Future Thinking content
More Insights & Analysis content
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