Are we entering a fifth phase of sponsorship? MSQ’s Steve Martin thinks so
Sponsorship has never stood still. It has evolved in clear phases, each adding a new layer of sophistication to how brands engage audiences.
It...
Future Thinking
New ideas, innovations and technology to make your campaigns more impactful and increase the return on your investment.
Are we entering a fifth phase of sponsorship? MSQ’s Steve Martin thinks so
Sponsorship has never stood still. It has evolved in clear phases, each adding a new layer of sophistication to how brands engage...
How do you convince the board your sponsorship is working?
How do you know your sponsorship is working?
It’s a question that sits at the heart of every sponsorship strategy, yet one that remains...
AI is already replacing sponsorship research. Is creative activation next?
In a recent Adweek article, Mark Ritson pointed to Anthropic’s claim that 65% of marketing tasks could eventually be replaced by AI....
Sponsorship’s blind spot and how leading brands are addressing it
Sponsors have accepted partnerships need to be supported by significant investment in activation yet for most, measurement remains an afterthought.
Sponsorship outlook 2026: The trends and market forces shaping the year ahead
Regulation, shifting fan behaviour, challenger formats and new market entrants. 2026 is shaping up to be a year of opportunity for brands...
Can a sponsorship marketplace finally work? How these two entrepreneurs are using audience data and AI to change the game
Two young entrepreneurs believe their audience-driven data approach might finally provide the clarity needed to build a working sponsorship marketplace.
