Author: Seth Rice

How to use AI in sponsorship without losing the plot

How to use AI in sponsorship without losing the plot

Jul 30, 2025 |

In case you hadn’t noticed, Artificial Intelligence is reshaping sponsorship. Technologies like VISUA and Entyx now offer frame-by-frame analysis of broadcasts, identifying logo placement, screen time, clarity, and share of voice with millisecond precision. Sponsorship professionals can finally quantify exposure in a way that links directly to value and justify it with data...
Why Barcelona’s growth puts pressure on Spotify to renegotiate

Why Barcelona’s growth puts pressure on Spotify to renegotiate

Jul 29, 2025 |

In 2022, FC Barcelona struck what looked like a lifeline deal with Spotify: €60 million per year for shirt sponsorship and another €5 million annually for naming rights to the Camp Nou during renovation. For a club deep in financial crisis, the partnership with Daniel Ek’s audio giant was both timely and innovative. But now that Barcelona have got themselves to shore as it...
Amazon’s UEFA deal reminds us where women’s football is headed

Amazon’s UEFA deal reminds us where women’s football is headed

Jul 25, 2025 |

Amazon has extended its partnership with UEFA Women’s Football through 2030, covering the UEFA Women’s Champions League, Women’s EURO 2029, and youth competitions such as the U19 and U17 Championships. The agreement maintains Amazon’s role as official online retail sponsor, following initiatives like the 2023 launch of the Women’s Champions League’s first online store and...
Data driven sposnsorship