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. His...
Future Thinking
New ideas, innovations and technology to make your campaigns more impactful and increase the return on your investment.
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.
Coca-Cola’s Elodie Peribere on the changing behaviour of fans and how brands must adapt
Coca-Cola’s Elodie Peribere on adapting to a new era of football fandom and meeting fans where they are.
Media value vs market value: How to correctly price sponsorship
For decades, media value has been the go-to measurement for the sponsorship industry. The rise of AI-driven logo capture technology has...
