Trainline’s Natalie Marques on turning purpose into action
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...
Insights & Analysis
Evaluating sponsorship campaigns and case studies to highlight the key learnings required to make your campaigns more impactful and increase your ROI.
Trainline’s Natalie Marques on turning purpose into action
Is purpose measured by changes in brand perception or changes in audience behaviour?
It’s a question that strikes at the heart of the...
Women’s sport partnerships: Inside CIBC and Sephora’s first season with Toronto Tempo
Most brands say they back gender equality, so sponsoring women's sport looks like the easy proof. It isn't. Writing a cheque and posting a...
Stuart Wareman on what sponsors wish rights holders understood
There has long been a disconnect between the people selling sponsorship and the brands buying it. For Stuart Wareman, who has spent much...
The great Canadian sponsorship squeeze
There are few things the Commercial Director of a sports team enjoys more than announcing a new sponsorship. So, when a good friend who...
Revealed: Premier League Fair Market Sponsorship Values 2026
Tottenham and Chelsea suffer major sponsorship value declines as the Premier League market takes shape in the post-gambling era
Cultural moments to commercial outcomes: The strategy behind BT’s EURO 2028 sponsorship
The media landscape is fragmented. Audiences are dispersed across streaming platforms, social media channels, creators, and second...
