Global Campaigns

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...
How sponsorship in extreme sports can drive culture-defining partnerships

How sponsorship in extreme sports can drive culture-defining partnerships

Jun 10, 2025 |

For brands bold enough to enter the arena of sponsoring extreme sports, the rewards of deep engagement, cultural relevance, and unforgettable storytelling can be extraordinary. But when athletes test human limits, sometimes with a brand’s logo just feet away, accidents become an inherent part of the thrill. That makes alignment and intentionality paramount. In the right...
Revealed: Premier League Fair Market Sponsorship Values 2025

Revealed: Premier League Fair Market Sponsorship Values 2025

Jun 2, 2025 |

The Sponsor has once again published its annual Premier League fair market sponsorship values research covering all 20 clubs' front-of-shirt and sleeve sponsorship assets. The results show that some clubs and sponsors are getting a great deal while others are overpaying. Fair market value in sponsorship refers to the income a team or event can reasonably expect to...
Data driven sposnsorship