Business Archives - The Sponsor

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...

Spurs vs. INEOS: what happens when a sponsor walks away early

Jun 18, 2025

Sponsorship agreements tend to focus on long-term partnerships, so what happens when a sponsor decides to exit early? The INEOS Tottenham sponsorship dispute offers a real-world case study on the risks and realities of early sponsorship withdrawal, and the lessons both sponsors and rights holders can take away. INEOS signed a five-year deal with Spurs in 2022, naming...

Steering through complexity: a global sponsorship strategy for Formula One

Jun 11, 2025 | Activation

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...