What Spotify’s Barcelona takeover tells us about budget allocation
Is it better to spread your investment across multiple teams or pour all your resources into one perfectly aligned partner?
Global Campaigns
Big sponsor or small sponsor? Why smart brands back agencies, not assets
New sponsors often fall into the trap of believing that bigger automatically means better. The instinct is to partner with the most recognisable team or event the budget allows, to buy into scale, prestige, and visibility. But in sponsorship, size does not equal success.
Big-name rights holders deliver reach and enhanced stature, but they rarely produce results without...
Media value vs market value: How to correctly price sponsorship
For decades, media value has been the go-to measurement for the sponsorship industry. The rise of AI-driven logo capture technology has only reinforced this reliance, delivering increasingly precise counts of how long and how often a brand is visible. Within its own boundaries, media value remains an excellent tool for benchmarking one sponsorship against another and for...
Cadillac’s new Jim Beam partnership shows the power of nation branding in Formula 1
Jim Beam has signed a multi-year deal as the Official Spirits Partner of the new Cadillac F1 team, joining Tommy Hilfiger in the first wave of partners ahead of the team’s 2026 debut. The announcement underlines a very American identity that will be on full display at Miami, Austin and Las Vegas.
In sponsorship, you do not only align with a property, you align with the...
Manchester City settlement highlights importance of fair market value in sponsorship
Yesterday, Manchester City and the Premier League drew a line under their long-running dispute over Associated Party Transaction (APT) rules. The two sides confirmed a settlement, with City accepting that the rules governing fair market value (FMV) sponsorship deals with related parties are valid and binding.
It ends a costly legal battle, but the significance of the...
