Arts & Culture

The risks and rewards of a diversified sponsorship portfolio

The risks and rewards of a diversified sponsorship portfolio

Sep 4, 2025 |

When Evian first entered tennis in 1989, the French mineral water brand was not a household name in sport. Over the following decades, through long-term partnerships with Wimbledon, the US Open, and ambassadors such as Maria Sharapova, Evian didn’t just sponsor tennis, it became synonymous with it. Today, their brand equity in the sport is so strong that Evian and tennis are...
Xero x The Lionesses: How grassroots support fuels the game

Xero x The Lionesses: How grassroots support fuels the game

Jul 17, 2025 |

Xero’s partnership with The Lionesses took off around the 2023 FIFA Women’s World Cup, marking their first major campaign in women’s football. At inception, this partnership was about going beyond merely discussing the progress of the women's game, and towards celebrating the athletes and their individual stories through every level of football. As a platform that helps small...
Why are snack brands doubling down on sports sponsorship?

Why are snack brands doubling down on sports sponsorship?

Jul 10, 2025

By any measure, the relationship between sport and snack brands is long-standing, deeply integrated, and, despite scrutiny, evolving. A new BMJ investigation reveals that more than 90 partnerships currently exist between leading UK sports entities and brands selling food or drink high in fat, salt or sugar. From football and cricket to cycling and golf, HFSS sports...
Data driven sposnsorship