Kia’s Marketing Director, Steve Hicks, on how the brand builds long-term value through partnerships
Kia's Marketing Director shares how and why the brand has chosen to build a long term partnership in cricket rather than chase new audiences
Measurement
The latest thinking and expert opinion covering holistic sponsorship measurement, evaluation and tracking.
Kia’s Marketing Director, Steve Hicks, on how the brand builds long-term value through partnerships
Kia’s Marketing Director shares how and why the brand has chosen to build a long term partnership in cricket rather than chase new audiences
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.
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...
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...
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...
US stadium naming rights and the pricing mistake European clubs keep making
US and European stadium naming rights are often compared using the same pricing logic. That comparison is understandable, but it is also...
