Arts & Culture

Why are snack brands doubling down on sports sponsorship?

Why are snack brands doubling down on sports sponsorship?

Jul 10, 2025

By any measure, the relationship between sport and snack brands is long-standing, deeply integrated, and, despite scrutiny, evolving. A new BMJ investigation reveals that more than 90 partnerships currently exist between leading UK sports entities and brands selling food or drink high in fat, salt or sugar. From football and cricket to cycling and golf, HFSS sports...
From Parliament to the Fringe: Who should fund the Arts?

From Parliament to the Fringe: Who should fund the Arts?

Jul 9, 2025

Edinburgh’s Festival Fringe, the world’s largest open-access arts festival, finds itself at a crossroads a month before its starting date in August. Amid growing calls to cut ties with fossil fuel sponsors, the Fringe is grappling with a question that resonates across the cultural sector: how to reconcile ethical sponsorship demands with financial realities in order to fund...
Sponsorship exclusivity: Why sharing is not caring

Sponsorship exclusivity: Why sharing is not caring

May 28, 2025 |

In sponsorship, one golden promise makes the big money flow: exclusivity. The idea that your brand gets to own a space, be the one and only, and enjoy a clean stage without rivals crowding your spotlight. But today, sponsorship exclusivity is starting to look like a myth. Rights holders are carving up the same categories, reselling them by region, repackaging them for host...
Data driven sposnsorship