Recently published
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
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.
BYJU’S faces insolvency proceedings by Cricket India for unpaid sponsorship fees
What lessons can we learn from BYJU’S global sponsorship journey from World Cup partners to financial collapse?
What makes a perfect sponsorship partner?
What are the characteristics of a perfect sponsorship and what factors do brands most commonly prioritise when evaluating new opportunities
Planning
Top sponsorship priorities for brands in 2024 unveiled
As we embark on a new year, brands within the sponsorship arena are charting a course guided by key priorities that will define their...
Game Changer: Why Manchester United represents the perfect partner for Adidas to promote women’s football
Discover why Adidas broke records to forge an unprecedented partnership with Manchester United, and how this game-changing deal presents a golden opportunity to empower and promote women’s football on a grand scale.
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...
Sponsorship Activation
Irene Gowing on growing brand awareness: “Sponsorship is a long-term play”
In this interview, we spoke with Head of Brand, Sponsorship and Consumer PR, at Bord Gáis Energy, Irene Gowing about sponsorship with the GAA.
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.
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.
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
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.
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
Engaging High-Net-Worth Audiences Through Sponsorship: A Delicate Balance of Values and Virtues
Discover the nuances of engaging HNW and UHNW audiences through sponsorship and hear from three brand leaders getting it right.
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
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.
