Specsavers’ Neil Liddle on why the best sponsorships start with a clear objective
Sponsorship is exciting. Consequently, it is very easy to get drawn in by the idea of your brand being linked to a major sporting moment. That is...
Planning
Topics covering how to select the right partner and plan high-impact sponsorship campaigns.
Specsavers’ Neil Liddle on why the best sponsorships start with a clear objective
Sponsorship is exciting. Consequently, it is very easy to get drawn in by the idea of your brand being linked to a major sporting moment....
Going the distance: Why racing’s true sponsorship value lies beyond the big festivals
The racing festival season has kicked off with Cheltenham Festival, and the next four months will see major races and festivals, including...
CEO Craig Scott on how Hill Dickinson assessed Everton’s stadium naming rights opportunity
Understanding why sponsors choose stadium naming rights is critical for clubs seeking long-term partners. While headline deal values...
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.
Inside British Airways’ landmark Olympia naming-rights deal: Interview with AEG Europe’s Paul Samuels
British Airways has secured one of London’s most significant cultural naming-rights partnerships in years, becoming Founding Partner of...
