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.

Why Marathon sponsorship became the cornerstone of TCS’ global brand strategy

Why Marathon sponsorship became the cornerstone of TCS’ global brand strategy

Apr 28, 2025 |

When Tata Consultancy Services (TCS) first dipped its toe into marathon sponsorship back in 2008, few could have predicted just how central running would become to the company’s global brand story. At the time, TCS’ sponsorship strategy was spread wide across cricket, Formula 1, cycling and more. However, as Abhinav Kumar, Global Chief Marketing Officer at TCS, recently...
Is the IPL the world’s most underrated sponsorship opportunity?

Is the IPL the world’s most underrated sponsorship opportunity?

Apr 22, 2025 |

Opinion: Vipul Londhe, Luscid. "The IPL isn’t just cricket — it’s culture. Now 18 seasons in, India’s biggest sporting event has gone global. What began as a regional phenomenon is evolving into one of the world’s most powerful commercial sports leagues, with growing international viewership and sustained brand interest. Smart marketers are recognising the long-term...
What Emma Raducanu’s Vodafone exit teaches us about sponsorship value

What Emma Raducanu’s Vodafone exit teaches us about sponsorship value

Apr 14, 2025 |

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 Slam, capturing the US Open and the hearts of millions. Her poise and effortless charisma made her a marketer’s dream and the sponsorship value followed fast. Porsche, Dior, Tiffany & Co., British Airways, Evian, Vodafone. The partnerships...
The Masters: Golf’s most exclusive sponsorship – and why brands still line up

The Masters: Golf’s most exclusive sponsorship – and why brands still line up

Apr 11, 2025 |

Each April, the world’s most prestigious golfers descend on Augusta National Golf Club for The Masters — a tournament steeped in tradition, exclusivity, and immaculate presentation. But beyond the azaleas and green jackets lies one of the most distinctive sponsorship models in sport. Unlike other global sporting events, where brand logos are plastered on every available...
Data driven sposnsorship