Global Campaigns

JM Finn and Surrey: Proof that sponsorship value compounds

JM Finn and Surrey: Proof that sponsorship value compounds

Apr 30, 2026 |

Long-term value beats new audiences. There is always a pull in sponsorship towards the new: new audiences, new platforms, new sports. More often than not, however, the brands that generate the most value are the ones that stay. Not because they lack ambition, but because sponsorship value compounds. The longer a partnership runs, the stronger the association becomes, the...
Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship

Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship

Apr 2, 2026 |

For B2B brands, the ability to foster new relationships while strengthening existing ones is a key driver of growth. Sponsorship, and the hospitality it provides, is becoming an increasingly powerful platform for doing exactly that. By bringing clients, partners and colleagues together in relaxed, memorable environments, it creates the conditions where trust develops and...
AI is already replacing sponsorship research. Is creative activation next?

AI is already replacing sponsorship research. Is creative activation next?

Mar 12, 2026

In a recent Adweek article, Mark Ritson pointed to Anthropic’s claim that 65% of marketing tasks could eventually be replaced by AI. His argument was not really about ad copy or image generation. It was about the less glamorous but highly important work that underpins modern marketing: research, analysis, planning and strategy. In sponsorship, that future may already be...
Data driven sposnsorship