Activation

Best-in-class case studies and examples of brands that have successfully leveraged and activated sponsorship campaigns

EXCLUSIVE: ClearScore CEO Justin Basini on football, financial well-being and the company’s biggest sponsorship to date

ClearScore has re-entered the world of football sponsorship with a major new partnership spanning both the Emirates FA Cup and Adobe Women’s FA Cup,...

McLaren’s $100m Mastercard deal shows the power of brand value

McLaren Racing has secured the biggest commercial deal in its history, announcing Mastercard as the official naming partner of the team from 2026 in...

Have Dove made the strangest sponsorship story of the year?

In a sports marketing first, Dove Advanced Care Antiperspirant will take the court at the 2025 US Open as the tournament’s Official Underarm...

EXCLUSIVE: ClearScore CEO Justin Basini on football, financial well-being and the company’s biggest sponsorship to date

ClearScore has re-entered the world of football sponsorship with a major new partnership spanning both the Emirates FA Cup and Adobe...

McLaren’s $100m Mastercard deal shows the power of brand value

McLaren Racing has secured the biggest commercial deal in its history, announcing Mastercard as the official naming partner of the team...

Have Dove made the strangest sponsorship story of the year?

In a sports marketing first, Dove Advanced Care Antiperspirant will take the court at the 2025 US Open as the tournament’s Official...

178 days to go: Inside Milano Cortina’s measured sponsorship push

With 178 days until the Winter Olympic flame is lit at Milan’s San Siro, Milano Cortina 2026 has confirmed 52 commercial partnerships:...

Why am I seeing Guinness everywhere in football?

Guinness’s recent surge into club football, with new deals expected in quick succession with Arsenal and Newcastle United, follows their...

Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI

When Axi, the global online trading platform, partnered with Manchester City in 2020, the objective was clear: build awareness in new...

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