Sponsorship’s blind spot and how leading brands are addressing it
Sponsors have accepted partnerships need to be supported by significant investment in activation yet for most, measurement remains an afterthought.
Arts & Culture
Aviva’s Tom Whiteside on the long-term strategy behind its naming rights expansion
Aviva has expanded its venue portfolio once again, confirming it will become the naming rights partner of the new Aviva Arena in Bristol, set to open in 2028.
The move adds a third major UK & Ireland venue to the insurance brand’s portfolio, alongside Aviva Stadium and Aviva Studios, reinforcing what has become a clear strategic position: Aviva believes...
Revealed: European stadium naming rights, fair market sponsorship values 2026
The Sponsor has today published the fair market sponsorship value of every major European stadium. Covering 75 stadiums, it represents the most comprehensive valuation and pricing analysis of European stadium naming rights conducted to date. The findings reveal a defined yet underutilised market, in which some stadium owners and sponsors are securing exceptional value...
Sponsorship outlook 2026: The trends and market forces shaping the year ahead
Regulation, shifting fan behaviour, challenger formats and new market entrants. 2026 is shaping up to be a year of opportunity for brands and rights holders that understand how the marketplace is changing, where budgets are moving and how value is created.
The result is a more active but competitive environment. One defined not by fewer deals, but by savvier buyers, greater...
Can a sponsorship marketplace finally work? How these two entrepreneurs are using audience data and AI to change the game
Two young entrepreneurs believe their audience-driven data approach might finally provide the clarity needed to build a working sponsorship marketplace.
