Arts & Culture

Trainline’s Natalie Marques on turning purpose into action

Trainline’s Natalie Marques on turning purpose into action

Oct 19, 2026 |

Is purpose measured by changes in brand perception or changes in audience behaviour? It’s a question that strikes at the heart of the role of purpose in partnerships. Is the objective to improve how people perceive an organisation, in the hope that this eventually translates into commercial returns? Or is it to bring about meaningful change, structured in a way that also...
Why venues, not stadiums, may offer greater returns for sponsors

Why venues, not stadiums, may offer greater returns for sponsors

Sep 10, 2026

For decades, stadiums have been the natural home of naming rights. From the US, where naming rights are among the most valuable assets in sport, to a growing European market, brands have paid significant sums to put their names on buildings visited by millions of people every year. But stadiums aren't the only buildings with large audiences, cultural significance and an...
Sponsorship Masters: Brand leaders debate what really drives sponsorship value

Sponsorship Masters: Brand leaders debate what really drives sponsorship value

Jun 25, 2026 |

What happens when you put 50 experienced sponsors in a room? The conversation quickly moves beyond theory and into what really drives sponsorship value. That was exactly the case at Sponsorship Masters in London on 11th June, where more than 50 brand and marketing leaders gathered to debate the strategies that break through an increasingly crowded landscape and turn...
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...
Data driven sposnsorship