Seth Rice, Author at The Sponsor

Have Dove made the strangest sponsorship story of the year?

Aug 13, 2025 | Activation

In a sports marketing first, Dove Advanced Care Antiperspirant will take the court at the 2025 US Open as the tournament’s Official Underarm Sponsor. Yep, you read that right. But beyond the headline-grabbing novelty of the sponsorship is a calculated brand play that links Dove’s long-running “Real Beauty” platform with one of the most visible stages in...

178 days to go: Inside Milano Cortina’s measured sponsorship push

Aug 12, 2025 | Activation

With 178 days until the Winter Olympic flame is lit at Milan’s San Siro, Milano Cortina 2026 has confirmed 52 commercial partnerships: 40 national sponsors across four tiers, 11 global Olympic and Paralympic partners, and its official hospitality provider. It marks a substantial increase on earlier in the cycle, particularly in mid-tier domestic sponsorships....

£520m boost sparks sponsorship buzz for The Hundred in 2026

Aug 8, 2025

The England and Wales Cricket Board’s (ECB) recent £520 million capital injection into The Hundred, via partial and full sales of all eight franchises, has redefined the tournament’s commercial trajectory. With ownership now including global sporting heavyweights such as the Ambani family (Mumbai Indians), Sun Group (Sunrisers Hyderabad), and RPSG Group (Lucknow Super...

Why am I seeing Guinness everywhere in football?

Aug 7, 2025 | Activation

Guinness’s recent surge into club football, with new deals expected in quick succession with Arsenal and Newcastle United, follows their 2024 appointment as the Official Beer Sponsor of the Premier League. These aren’t isolated moments of opportunism, but part of a much broader, deliberate brand strategy. What we’re witnessing is Guinness using football as a...

Volkswagen shifts gears to drive change across Spanish football

Aug 5, 2025 | Activation

Volkswagen has signed a multi-season sponsorship deal with LALIGA EA Sports, LALIGA Hypermotion, and Liga F Moeve, covering all 58 clubs across Spain’s top two men’s divisions and its premier women’s league. It becomes the official automotive partner of the men’s competitions and global sponsor of Liga F. What's new with...

Author: Seth Rice

Have Dove made the strangest sponsorship story of the year?

178 days to go: Inside Milano Cortina’s measured sponsorship push

£520m boost sparks sponsorship buzz for The Hundred in 2026

Why am I seeing Guinness everywhere in football?

Volkswagen shifts gears to drive change across Spanish football

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