What Spotify’s Barcelona takeover tells us about budget allocation
Is it better to spread your investment across multiple teams or pour all your resources into one perfectly aligned partner?
Arts & Culture
Media value vs market value: How to correctly price sponsorship
For decades, media value has been the go-to measurement for the sponsorship industry. The rise of AI-driven logo capture technology has only reinforced this reliance, delivering increasingly precise counts of how long and how often a brand is visible. Within its own boundaries, media value remains an excellent tool for benchmarking one sponsorship against another and for...
The risks and rewards of a diversified sponsorship portfolio
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...
Audi’s Revolut deal reflects a broader sponsorship realignment
Audi’s newly confirmed title partnership with Revolut marks a clear pivot as the German manufacturer prepares to take full control of Sauber for its 2026 Formula 1 entry. The fintech giants, with no previous footprint in sport, step in as both front-of-shirt sponsor and operational partner. They will likely replace Stake, who partnered the team in 2024, a high-spend but...
Xero x The Lionesses: How grassroots support fuels the game
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...
