Business

Sponsorship outlook 2026: The trends and market forces shaping the year ahead

Sponsorship outlook 2026: The trends and market forces shaping the year ahead

Jan 13, 2026 |

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...
Novuna and UK Athletics deal underscores the value of title sponsorships

Novuna and UK Athletics deal underscores the value of title sponsorships

Jul 2, 2025

On Monday, UK Athletics (UKA) announced a landmark multi-year sponsorship deal with financial services brand Novuna, in what is being hailed as a transformative moment for British athletics. The agreement sees Novuna become Title Partner of the London Athletics Meet, the UK Athletics Championships, and the UK Athletics Indoor Championships, as well as the Great Britain...
Steering through complexity: a global sponsorship strategy for Formula One

Steering through complexity: a global sponsorship strategy for Formula One

Jun 11, 2025 |

When Kaspersky launched its partnership with Scuderia Ferrari in 2010, it wasn’t simply about brand exposure on some of the world’s fastest cars. Their global sponsorship strategy was at once adaptive and dependable, with an eye towards internally measurable impact, co-creating value, and mutual preparations for uncertainty.  As Sandro Cisco, former Global Head...
Data driven sposnsorship