Author: Sean Connell

Sean Connell is Editor of The Sponsor. He regularly publishes articles, interviews senior marketing leaders, hosts private events and leads The Sponsor's valuation research, market analysis and annual industry studies.

Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI

Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI

Aug 5, 2025 |

When Axi, the global online trading platform, partnered with Manchester City in 2020, the objective was clear: build awareness in new territories, strengthen trust in existing markets, and deliver unique value to clients and partners. Five years later, the partnership has become central to the brand’s marketing strategy, generating standout content, premium experiences, and...
How Utilita turned sponsorship into a growth engine

How Utilita turned sponsorship into a growth engine

Jul 31, 2025 |

When Utilita entered the UK energy market in the early 2000s, it was a challenger brand in every sense of the word. Born around a kitchen table, Utilita began with little brand recognition and no inherited customer base, just an ambitious mission to disrupt a fiercely competitive industry. By 2015, the company needed a step-change in visibility. Instead of investing in...
Revealed: Premier League Fair Market Sponsorship Values 2025

Revealed: Premier League Fair Market Sponsorship Values 2025

Jun 2, 2025 |

Click here for the updated 026 Premier League Fair Market Sponsorship Valuations. The Sponsor has once again published its annual Premier League FMV Index covering the fair market sponsorship values of 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. ...
Data driven sposnsorship