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.

Sponsorship spend in Europe hits €32.9bn as growth continues

Sponsorship spend in Europe hits €32.9bn as growth continues

Mar 13, 2025 |

Spain emerges as fastest-growing market with 19% surge in 2024 Middle East investment drives record €23.4bn Sport sector valuation Non-Sport sector grows but still lags behind pre-pandemic levels Sponsorship spending across Europe climbed to €32.91bn in 2024, continuing a strong post-pandemic recovery that has seen consistent growth over the past three years. ...
Business conference sponsorship: What brands really want (and what they don’t)

Business conference sponsorship: What brands really want (and what they don’t)

Mar 11, 2025 |

Business conference sponsorship should be one of the smartest marketing investments a B2B brand can make. They’re targeted, measurable, and — done right — put you in front of exactly the right audience. Yet all too often, brands get sold a sponsorship package filled with "logo-on-a-lanyard" opportunities that do little to deliver what really matters: meaningful exposure,...
Sponsorship agreements: What to do when your partner decides to walk away

Sponsorship agreements: What to do when your partner decides to walk away

Feb 21, 2025 |

For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.” Sponsorship agreements are meant to be long-term partnerships. But when a sponsor decides to pull out early—whether due to financial pressures, a change in strategy, or simply a loss of interest—it can send rights holders into a commercial tailspin. ...
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