Arts & Culture

Inside British Airways’ landmark Olympia naming-rights deal: Interview with AEG Europe’s Paul Samuels

Inside British Airways’ landmark Olympia naming-rights deal: Interview with AEG Europe’s Paul Samuels

Dec 10, 2025 |

British Airways has secured one of London’s most significant cultural naming-rights partnerships in years, becoming Founding Partner of the £1.3bn Olympia redevelopment and taking naming rights to two new venues: the British Airways ARC music arena and the British Airways Theatre. The deal marks the airline’s biggest move yet into entertainment and live experiences,...
Behind closed doors: What sponsors really think about measurement

Behind closed doors: What sponsors really think about measurement

Dec 4, 2025 |

On 27th November, The Sponsor hosted a Leaders Roundtable debate at the St James’s Club in Mayfair, where senior brand and marketing leaders gathered to tackle one of the industry’s most persistent measurement questions: how do you credibly demonstrate sponsorship returns? The ambition was straightforward. The reality, as anyone in the room will attest, was anything...
Where do you get your data? A guide to credible sponsorship measurement

Where do you get your data? A guide to credible sponsorship measurement

Nov 14, 2025 |

When it comes to sponsorship measurement, rights holders and agencies have one thing in common: each of them has a vested interest in presenting your sponsorship in the best possible light. That doesn’t necessarily make the data wrong, but it does mean brands must scrutinise how that data is sourced, interpreted, and presented. In an industry where “success” is easily...
Data driven sposnsorship