Guinness demonstrates the growing commercial value of women’s sport with £15m sponsorship deal
The early adopter window of opportunity in women’s sport is shrinking as commercial value continues to grow.
The Jockey Club Teams Up with CSM to Redefine Horseracing Partnerships
The Jockey Club, Britain’s largest horseracing operator, has appointed CSM Sport & Entertainment as its principal sales agency for commercial rights.
Bud Light’s branding rollercoaster: A Lesson in brand perception and sponsorship strategy
Bud Light, America’s once best-selling beer, has learned a crucial lessons about sponsorship strategy and brand perception.
Esports Series Part 3: Navigating the tides of sponsorship success in esports
In the final instalment of our three-part esports sponsorship series we analyse past esports sponsorships and measurement best practice.
Shifting Gears: How Cognizant’s F1 exit strategy maximises returns while minimising costs
Cognizant reducing its sponsorship of Aston Martin F1 team shows that strategic exits can be just as powerful as grand entrances
