Best Practice

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...
What happened to Manchester United’s training kit sponsor and why?

What happened to Manchester United’s training kit sponsor and why?

Jul 3, 2025 |

Manchester United have this week unveiled their new training kit for the 2025/26 season, but one thing is notably missing: a sponsor. This absence is more than a cosmetic issue. It signals a growing unease among commercial partners about the club’s long-term value. Key sponsorship exits United’s £24 million-a-year deal with blockchain firm Tezos expired at the end...
Climbing sponsorships could be the next big move for your brand

Climbing sponsorships could be the next big move for your brand

Jun 24, 2025 |

What happens when a subculture sport becomes an Olympic discipline, a $3.5 billion industry, and a Gen Z lifestyle touchpoint all at the same time? For climbing, it means a rare window where visibility is rising, audiences are premium, and sponsorship space is being snapped up.  With 50 million active climbers worldwide, surging gym memberships, and a growing IFSC...
Backing both sides: the opportunities and risks of multi-team sponsorship

Backing both sides: the opportunities and risks of multi-team sponsorship

Jun 12, 2025

What happens when a multi-team sponsorship means backing both teams in a final? Or ten players in the same tournament? For Qatar Airways and XTB, the answer was maximum visibility and a test of how to stay authentic when you're cheering for everyone.  At the 2025 UEFA Champions League Final, Qatar Airways sponsored both Paris Saint-Germain (as a shirt sponsor) and...
Data driven sposnsorship