Author: Sean Connell

Sean Connell is the Editor of The Sponsor, a magazine dedicated to the business of sponsorship. With a background in brand and asset valuation at Brand Finance and experience advising both sponsors and rights holders, Sean brings industry-leading insight into what makes partnerships valuable, measurable, and impactful.

Revealed: Premier League Fair Market Sponsorship Values 2025

Revealed: Premier League Fair Market Sponsorship Values 2025

Jun 2, 2025 |

The Sponsor has once again published its annual Premier League fair market sponsorship values research covering all 20 clubs' front-of-shirt and sleeve sponsorship assets. The results show that some clubs and sponsors are getting a great deal while others are overpaying. Fair market value in sponsorship refers to the income a team or event can reasonably expect to...
Premier League fair market sponsorship values: Full table and year-on-year results

Premier League fair market sponsorship values: Full table and year-on-year results

Jun 2, 2025 |

Following the release of the top 10 Premier League fair market sponsorship values, The Sponsor can now reveal the full ranking from Liverpool’s £65.9 million front-of-shirt valuation to the clubs fighting for commercial ground at the bottom. This year's results once again see Liverpool top the table with a fair market valuation of £65,9m, some £15.9m higher than the...
Sponsorship exclusivity: Why sharing is not caring

Sponsorship exclusivity: Why sharing is not caring

May 28, 2025 |

In sponsorship, one golden promise makes the big money flow: exclusivity. The idea that your brand gets to own a space, be the one and only, and enjoy a clean stage without rivals crowding your spotlight. But today, sponsorship exclusivity is starting to look like a myth. Rights holders are carving up the same categories, reselling them by region, repackaging them for host...
Data driven sposnsorship