Recently published
Toyota and the ECB: A lesson in global sponsorship that drives local sales
Toyota’s partnership with the ECB shows exactly how global partnerships can be activated to deliver local impact and increased sales.
What Emma Raducanu’s Vodafone exit teaches us about sponsorship value
Emma Raducanu’s rise to global stardom was nothing short of meteoric. At 18, she became the first qualifier in history to win a Grand...
The Masters: Golf’s most exclusive sponsorship – and why brands still line up
Each April, the world’s most prestigious golfers descend on Augusta National Golf Club for The Masters — a tournament steeped in...
How OVO is using music venues to make energy efficiency engaging
OVO’s cultural venue sponsorships offer a powerful way to engage customers on energy efficiency — here’s how.
Aviva is using cultural sponsorship to reignite its brand and back the UK
Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships...
How AO’s data-led approach is guiding the future of its sponsorship strategy
Behind the scenes of AO’s sponsorship decision making process leveraging data and scorecards to make smart decisions.
Padel: The sponsorship goldmine you might be overlooking
Padel is exploding. With over 25 million players worldwide and the number of courts growing at an astonishing 181% annually, this isn’t...
European Sponsorship Awards 2025: The Winners
The 2025 European Sponsorship Awards celebrated some of the most innovative and impactful sponsorship campaigns of the year, with brands...
Sponsorship spend in Europe hits €32.9bn as growth continues
Spain emerges as fastest-growing market with 19% surge in 2024
Middle East investment drives record €23.4bn Sport sector...
NAB’s Aussie football partnership shows the power of sponsorship as a force for good
Learn how NAB uses sponsorship as a powerful platform to promote its message of social cohesion to millions of Australians
Business conference sponsorship: What brands really want (and what they don’t)
Business conference sponsorship should be one of the smartest marketing investments a B2B brand can make. They’re targeted, measurable,...
Lessons from across the pond: Why Americans love their sponsors
Why do sponsors in the US enjoy such strong engagement amongst the fan base while European sponsors are seen as a necessary evil?
Planning
Revealed: The Fair market value (FMV) of every Premier League club’s sponsorship
The Sponsor has today released its Sponsor Power Index 2023, a comprehensive study of the fair market value (FMV) of every Premier League club’s shirt sponsorship. UPDATE: You can view the results for 2024 here. Fair market value in sponsorship refers to the income a team or event can expect to receive for their sponsorship […]
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.
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?
Five events to consider when targeting high-net-worth individuals
5 events to reach high-net-worth and ultra-high-net-worth audiences for marketing leaders working with modest budgets.
The brand ambassador checklist
A checklist of points to consider before engaging a brand ambassador or social media influencer to promote your brand.
The real reason Louis Vuitton is sponsoring F1
Uncovering the driving force behind Louis Vuitton's F1 sponsorship: A lesson in luxury branding.
Sponsorship Activation
M&C Saatchi Sport & Entertainment celebrates 20 years with new ‘Passion Pulse’ offering and shift to ‘Fancom’ model
Image: M&C Saatchi Sport & Entertainment's new strategic collective, Passion Pulse
M&C Saatchi Sport & Entertainment...
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.
Chelsea’s cut-price of £25m for a new shirt sponsor is not low enough
While Chelsea’s valuation of prospective shirt sponsorships is down significantly, we look at why it is still not low enough.
Campaign Measurement
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
What Emma Raducanu’s Vodafone exit teaches us about sponsorship value
Emma Raducanu’s rise to global stardom was nothing short of meteoric. At 18, she became the first qualifier in history to win a Grand...
Sponsorship spend in Europe hits €32.9bn as growth continues
Spain emerges as fastest-growing market with 19% surge in 2024
Middle East investment drives record €23.4bn Sport sector...
Sponsorship agreements: What to do when your partner decides to walk away
For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.”
Sponsorship...
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.
Categories
Best Practice
How OVO is using music venues to make energy efficiency engaging
OVO’s cultural venue sponsorships offer a powerful way to engage customers on energy efficiency — here’s how.
Aviva is using cultural sponsorship to reignite its brand and back the UK
Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships...
How AO’s data-led approach is guiding the future of its sponsorship strategy
Behind the scenes of AO’s sponsorship decision making process leveraging data and scorecards to make smart decisions.
Future Thinking
Padel: The sponsorship goldmine you might be overlooking
Padel is exploding. With over 25 million players worldwide and the number of courts growing at an astonishing 181% annually, this isn’t...
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.
Insights & Analysis
Toyota and the ECB: A lesson in global sponsorship that drives local sales
Toyota’s partnership with the ECB shows exactly how global partnerships can be activated to deliver local impact and increased sales.
What Emma Raducanu’s Vodafone exit teaches us about sponsorship value
Emma Raducanu’s rise to global stardom was nothing short of meteoric. At 18, she became the first qualifier in history to win a Grand...
The Masters: Golf’s most exclusive sponsorship – and why brands still line up
Each April, the world’s most prestigious golfers descend on Augusta National Golf Club for The Masters — a tournament steeped in...
