Global Campaigns

£520m boost sparks sponsorship buzz for The Hundred in 2026

£520m boost sparks sponsorship buzz for The Hundred in 2026

Aug 8, 2025

The England and Wales Cricket Board’s (ECB) recent £520 million capital injection into The Hundred, via partial and full sales of all eight franchises, has redefined the tournament’s commercial trajectory. With ownership now including global sporting heavyweights such as the Ambani family (Mumbai Indians), Sun Group (Sunrisers Hyderabad), and RPSG Group (Lucknow Super...
Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI

Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI

Aug 5, 2025 |

When Axi, the global online trading platform, partnered with Manchester City in 2020, the objective was clear: build awareness in new territories, strengthen trust in existing markets, and deliver unique value to clients and partners. Five years later, the partnership has become central to the brand’s marketing strategy, generating standout content, premium experiences, and...
How to use AI in sponsorship without losing the plot

How to use AI in sponsorship without losing the plot

Jul 30, 2025 |

In case you hadn’t noticed, Artificial Intelligence is reshaping sponsorship. Technologies like VISUA and Entyx now offer frame-by-frame analysis of broadcasts, identifying logo placement, screen time, clarity, and share of voice with millisecond precision. Sponsorship professionals can finally quantify exposure in a way that links directly to value and justify it with data...
Amazon’s UEFA deal reminds us where women’s football is headed

Amazon’s UEFA deal reminds us where women’s football is headed

Jul 25, 2025 |

Amazon has extended its partnership with UEFA Women’s Football through 2030, covering the UEFA Women’s Champions League, Women’s EURO 2029, and youth competitions such as the U19 and U17 Championships. The agreement maintains Amazon’s role as official online retail sponsor, following initiatives like the 2023 launch of the Women’s Champions League’s first online store and...
Data driven sposnsorship