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.

Premier League seeks to plug £90m gambling deficit with league-wide sponsorship model

Premier League seeks to plug £90m gambling deficit with league-wide sponsorship model

Feb 26, 2026 |

The Premier League’s gambling debate is no longer confined to front-of-shirt branding. Clubs had already been preparing for the voluntary phase-out of betting sponsors from shirt fronts. But the government’s stance on removing non-UK licensed operators from all forms of Premier League involvement has significantly raised the stakes. If implemented in full, the move could...
Aviva’s Tom Whiteside on the long-term strategy behind its naming rights expansion

Aviva’s Tom Whiteside on the long-term strategy behind its naming rights expansion

Feb 20, 2026

Aviva has expanded its venue portfolio once again, confirming it will become the naming rights partner of the new Aviva Arena in Bristol, set to open in 2028. The move adds a third major UK & Ireland venue to the insurance brand’s portfolio, alongside Aviva Stadium and Aviva Studios, reinforcing what has become a clear strategic position: Aviva believes...
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