Insights & Analysis

Novuna and UK Athletics deal underscores the value of title sponsorships

Novuna and UK Athletics deal underscores the value of title sponsorships

Jul 2, 2025

On Monday, UK Athletics (UKA) announced a landmark multi-year sponsorship deal with financial services brand Novuna, in what is being hailed as a transformative moment for British athletics. The agreement sees Novuna become Title Partner of the London Athletics Meet, the UK Athletics Championships, and the UK Athletics Indoor Championships, as well as the Great Britain...
Climbing sponsorships could be the next big move for your brand

Climbing sponsorships could be the next big move for your brand

Jun 24, 2025 |

What happens when a subculture sport becomes an Olympic discipline, a $3.5 billion industry, and a Gen Z lifestyle touchpoint all at the same time? For climbing, it means a rare window where visibility is rising, audiences are premium, and sponsorship space is being snapped up.  With 50 million active climbers worldwide, surging gym memberships, and a growing IFSC...
Steering through complexity: a global sponsorship strategy for Formula One

Steering through complexity: a global sponsorship strategy for Formula One

Jun 11, 2025 |

When Kaspersky launched its partnership with Scuderia Ferrari in 2010, it wasn’t simply about brand exposure on some of the world’s fastest cars. Their global sponsorship strategy was at once adaptive and dependable, with an eye towards internally measurable impact, co-creating value, and mutual preparations for uncertainty.  As Sandro Cisco, former Global Head...
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...
Data driven sposnsorship