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...
Insights & Analysis
Evaluating sponsorship campaigns and case studies to highlight the key learnings required to make your campaigns more impactful and increase your ROI.
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....
Premier League seeks to plug £90m gambling deficit with league-wide sponsorship model
The Premier League’s gambling debate is no longer confined to front-of-shirt branding.
Clubs had already been preparing for the voluntary...
Opinion: Rory Natkiel on why creativity is the real bottleneck in sponsorship effectiveness
For the past few years, sponsorship conversations have been dominated by one phrase: first-party data.
Rights-holders talk about...
Undersell or walk away? What Chelsea and Welsh Rugby reveal about pricing power in sponsorship
The challenge of selling sponsorship in the current market is well understood. Budgets are under pressure, approvals take longer, and...
“BORING!” Kia, the Australian Open and how not to engage fans
There are very few moments in sponsorship where fans give brands instant, unfiltered feedback, in real time, in front of a global...
Revealed: European stadium naming rights, fair market sponsorship values 2026
The Sponsor has today published the fair market sponsorship value of every major European stadium. Covering 75 stadiums, it represents...
