Arts & Culture

Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship

Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship

Apr 2, 2026 |

For B2B brands, the ability to foster new relationships while strengthening existing ones is a key driver of growth. Sponsorship, and the hospitality it provides, is becoming an increasingly powerful platform for doing exactly that. By bringing clients, partners and colleagues together in relaxed, memorable environments, it creates the conditions where trust develops and...
Specsavers’ Neil Liddle on why the best sponsorships start with a clear objective

Specsavers’ Neil Liddle on why the best sponsorships start with a clear objective

Mar 27, 2026 |

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 why so many deals still begin with a cold outreach or a well-placed introduction. The problem is that the chances of the right opportunity for your brand, one that genuinely delivers against a specific business objective, being...
AI is already replacing sponsorship research. Is creative activation next?

AI is already replacing sponsorship research. Is creative activation next?

Mar 12, 2026

In a recent Adweek article, Mark Ritson pointed to Anthropic’s claim that 65% of marketing tasks could eventually be replaced by AI. His argument was not really about ad copy or image generation. It was about the less glamorous but highly important work that underpins modern marketing: research, analysis, planning and strategy. In sponsorship, that future may already be...
Data driven sposnsorship