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.

“BORING!” Kia, the Australian Open and how not to engage fans

“BORING!” Kia, the Australian Open and how not to engage fans

Feb 3, 2026 |

There are very few moments in sponsorship where fans give brands instant, unfiltered feedback, in real time, in front of a global audience. At this year’s Australian Open men’s final, that feedback arrived in a single word, shouted from the stands. “BORING.” It landed midway through the sponsor address, cut through the ceremony, and triggered laughter across Rod Laver...
Revealed: European stadium naming rights, fair market sponsorship values 2026

Revealed: European stadium naming rights, fair market sponsorship values 2026

Jan 27, 2026 |

The Sponsor has today published the fair market sponsorship value of every major European stadium. Covering 75 stadiums, it represents the most comprehensive valuation and pricing analysis of European stadium naming rights conducted to date. The findings reveal a defined yet underutilised market, in which some stadium owners and sponsors are securing exceptional value...
Data driven sposnsorship