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.

Where do you get your data? A guide to credible sponsorship measurement

Where do you get your data? A guide to credible sponsorship measurement

Nov 14, 2025 |

When it comes to sponsorship measurement, rights holders and agencies have one thing in common: each of them has a vested interest in presenting your sponsorship in the best possible light. That doesn’t necessarily make the data wrong, but it does mean brands must scrutinise how that data is sourced, interpreted, and presented. In an industry where “success” is easily...
Inside Audi F1’s new sponsorship: Exclusive interview with Perk CMO Jada Balster

Inside Audi F1’s new sponsorship: Exclusive interview with Perk CMO Jada Balster

Nov 1, 2025 |

Audi’s future F1 team has added Perk as its second sponsor, agreeing a multi-year partnership that will see the intelligent travel and spend management platform take a prominent place across the car, team kit and driver helmets once Audi joins the grid. Perk, formerly TravelPerk, recently rebranded to reflect its evolution from a business travel specialist into an...
Data driven sposnsorship