Arts & Culture

Sponsorship exclusivity: Why sharing is not caring

Sponsorship exclusivity: Why sharing is not caring

May 28, 2025 |

In sponsorship, one golden promise makes the big money flow: exclusivity. The idea that your brand gets to own a space, be the one and only, and enjoy a clean stage without rivals crowding your spotlight. But today, sponsorship exclusivity is starting to look like a myth. Rights holders are carving up the same categories, reselling them by region, repackaging them for host...
Aviva is using cultural sponsorship to reignite its brand and back the UK

Aviva is using cultural sponsorship to reignite its brand and back the UK

Apr 3, 2025 |

Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships ended in 2018, a noticeable shift occurred. “We began to see a gradual decline in brand health and a lack of differentiation in a crowded financial services category,” says Tom Whiteside, Head of Group Sponsorship at Aviva. By 2023,...
European Sponsorship Awards 2025: The Winners

European Sponsorship Awards 2025: The Winners

Mar 14, 2025

The 2025 European Sponsorship Awards celebrated some of the most innovative and impactful sponsorship campaigns of the year, with brands from across Europe recognised for work that spanned sport, culture, social purpose, and technology. Leading the night was Gjensidige, whose "The Breathing Space" campaign — created in partnership with the Palmesus beach festival — took...
Data driven sposnsorship