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.

Aviva is using cultural sponsorship to reignite its brand and back the UK

Aviva is using cultural sponsorship to reignite its brand and back the UK

Apr 3, 2025 |

Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships ended in 2018, a noticeable shift occurred. “We began to see a gradual decline in brand health and a lack of differentiation in a crowded financial services category,” says Tom Whiteside, Head of Group Sponsorship at Aviva. By 2023,...
Padel: The sponsorship goldmine you might be overlooking

Padel: The sponsorship goldmine you might be overlooking

Mar 19, 2025 |

Padel is exploding. With over 25 million players worldwide and the number of courts growing at an astonishing 181% annually, this isn’t just another niche sport—it’s a movement. In Spain alone, 5 million people play padel regularly, making it the country’s second-most popular sport after football. Across Europe, clubs are struggling to keep up with demand, in the Middle East,...
European Sponsorship Awards 2025: The Winners

European Sponsorship Awards 2025: The Winners

Mar 14, 2025

The 2025 European Sponsorship Awards celebrated some of the most innovative and impactful sponsorship campaigns of the year, with brands from across Europe recognised for work that spanned sport, culture, social purpose, and technology. Leading the night was Gjensidige, whose "The Breathing Space" campaign — created in partnership with the Palmesus beach festival — took...
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. ...
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