Recently published
Decoding stadium sponsorship success: Four essential criteria for brands
How to navigate fan sentiment and harness stadium sponsorship to boost brand visibility and forge enduring community connections.
B2B Sponsorship Success: Harnessing Brand Ambassadors
How can B2B brands optimise their sponsorship by leveraging brand ambassadors and influencers in their campaigns
Justifying sponsorship returns: How media equivalency undervalues your sponsorship and exploring alternative measurement approaches
Learn how MVE fails to capture the intangible yet invaluable shifts in consumer behaviour that drive revenue growth and explore alternatives.
From chaos to cohesion: Strategies to mend fragmented sponsorship and strengthen your brand identity
Assessing the dangers of bloated and fragmented sponsorships and what to do about it to strengthen your brand identity.
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...
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...
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.
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.
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
Planning
BP’s Sponsorship Missteps: Authenticity Matters
BP’s 27-year sponsorship of the British Museum is a lesson in the consequences of inauthentic engagement with scrutiny.
B2B Sponsorship Success: Harnessing Brand Ambassadors
How can B2B brands optimise their sponsorship by leveraging brand ambassadors and influencers in their campaigns
From chaos to cohesion: Strategies to mend fragmented sponsorship and strengthen your brand identity
Assessing the dangers of bloated and fragmented sponsorships and what to do about it to strengthen your brand identity.
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...
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.
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.
Sponsorship Activation
Is Carlos Alcaraz now the most marketable athlete in the world?
With youth, an all-round game, trophies, and comfort in front of the camera, is Carlos Alcaraz now the most marketable athlete in the world?
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.
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.
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
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.
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....
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
Decoding stadium sponsorship success: Four essential criteria for brands
How to navigate fan sentiment and harness stadium sponsorship to boost brand visibility and forge enduring community connections.
B2B Sponsorship Success: Harnessing Brand Ambassadors
How can B2B brands optimise their sponsorship by leveraging brand ambassadors and influencers in their campaigns
Justifying sponsorship returns: How media equivalency undervalues your sponsorship and exploring alternative measurement approaches
Learn how MVE fails to capture the intangible yet invaluable shifts in consumer behaviour that drive revenue growth and explore alternatives.
