Author: Sean Connell

Purpose is powerful. But what makes it work?

Purpose is powerful. But what makes it work?

Nov 4, 2026 |

We asked the marketers behind some of the most effective purpose-led sponsorships how they plan, activate and measure their partnerships. Purpose can be one of the most powerful tools in sponsorship. But what separates partnerships that deliver meaningful impact from those that simply generate positive headlines? Over the past few months, The Sponsor has been working...
Trainline’s Natalie Marques on turning purpose into action

Trainline’s Natalie Marques on turning purpose into action

Oct 19, 2026 |

Is purpose measured by changes in brand perception or changes in audience behaviour? It’s a question that strikes at the heart of the role of purpose in partnerships. Is the objective to improve how people perceive an organisation, in the hope that this eventually translates into commercial returns? Or is it to bring about meaningful change, structured in a way that also...
How challenger brands can use sponsorship to step up

How challenger brands can use sponsorship to step up

Sep 24, 2026 |

The marketing tactics that build a challenger brand aren't necessarily the ones that will turn it into a serious category competitor. Early growth is often built by winning over a relatively small group of customers. Challengers find an audience underserved by established competitors, give them a compelling reason to switch and, if they get it right, turn some of those...
BMO’s soccer sponsorship shows authenticity is earned, not activated

BMO’s soccer sponsorship shows authenticity is earned, not activated

Sep 15, 2026 |

Every sponsor wants to be authentic. They want fans to believe they understand their passion, share their values and have a genuine reason for being there. The problem is that authenticity isn't something a brand can simply claim. Fans are increasingly savvy. They can tell the difference between a sponsor that has invested in something they care about and one that has...
Data driven sposnsorship