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.

How do you convince the board your sponsorship is working?

How do you convince the board your sponsorship is working?

Apr 27, 2026 |

How do you know your sponsorship is working? It’s a question that sits at the heart of every sponsorship strategy, yet one that remains surprisingly difficult to answer with certainty. Ask a group of marketing leaders privately and the responses tend to converge on the same theme: they have a sense of impact, but proving it in hard financial terms is another matter...
Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship

Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship

Apr 2, 2026 |

For B2B brands, the ability to foster new relationships while strengthening existing ones is a key driver of growth. Sponsorship, and the hospitality it provides, is becoming an increasingly powerful platform for doing exactly that. By bringing clients, partners and colleagues together in relaxed, memorable environments, it creates the conditions where trust develops and...
Data driven sposnsorship