Global Campaigns

Sponsorship Masters: Brand leaders debate what really drives sponsorship value

Sponsorship Masters: Brand leaders debate what really drives sponsorship value

Jun 25, 2026 |

What happens when you put 50 experienced sponsors in a room? The conversation quickly moves beyond theory and into what really drives sponsorship value. That was exactly the case at Sponsorship Masters in London on 11th June, where more than 50 brand and marketing leaders gathered to debate the strategies that break through an increasingly crowded landscape and turn...
Cultural moments to commercial outcomes: The strategy behind BT’s EURO 2028 sponsorship

Cultural moments to commercial outcomes: The strategy behind BT’s EURO 2028 sponsorship

May 28, 2026 |

The media landscape is fragmented. Audiences are dispersed across streaming platforms, social media channels, creators, and second screens, making it harder than ever for brands to participate in moments that genuinely unite the public at scale. For BT, that is precisely what made UEFA EURO 2028 impossible to ignore. The telecommunications giant, which recently refreshed...
How Continental Tyres is building brand consideration from the grassroots up

How Continental Tyres is building brand consideration from the grassroots up

May 18, 2026 |

For Continental Tyres, sponsorship is not just about visibility. In a category where consumers rarely think about tyres until they urgently need them, the brand believes community investment and long-term emotional connection can have a greater impact on purchasing decisions than logo exposure alone. Peter Robb, Marketing Director at Continental Tyres, explained to The...
Are we entering a fifth phase of sponsorship? MSQ’s Steve Martin thinks so

Are we entering a fifth phase of sponsorship? MSQ’s Steve Martin thinks so

May 13, 2026 |

Sponsorship has never stood still. It has evolved in clear phases, each adding a new layer of sophistication to how brands engage audiences. It began with branding and brand awareness. Digital and social engagement built on top of that. Social purpose added another dimension. More recently, data has enhanced how brands understand and measure audiences. According to Steve...
Data driven sposnsorship