Local Campaigns

Specsavers’ Neil Liddle on why the best sponsorships start with a clear objective

Specsavers’ Neil Liddle on why the best sponsorships start with a clear objective

Mar 27, 2026 |

Sponsorship is exciting. Consequently, it is very easy to get drawn in by the idea of your brand being linked to a major sporting moment. That is why so many deals still begin with a cold outreach or a well-placed introduction. The problem is that the chances of the right opportunity for your brand, one that genuinely delivers against a specific business objective, being...
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...
Sponsorship outlook 2026: The trends and market forces shaping the year ahead

Sponsorship outlook 2026: The trends and market forces shaping the year ahead

Jan 13, 2026 |

Regulation, shifting fan behaviour, challenger formats and new market entrants. 2026 is shaping up to be a year of opportunity for brands and rights holders that understand how the marketplace is changing, where budgets are moving and how value is created. The result is a more active but competitive environment. One defined not by fewer deals, but by savvier buyers, greater...
Where do you get your data? A guide to credible sponsorship measurement

Where do you get your data? A guide to credible sponsorship measurement

Nov 14, 2025 |

When it comes to sponsorship measurement, rights holders and agencies have one thing in common: each of them has a vested interest in presenting your sponsorship in the best possible light. That doesn’t necessarily make the data wrong, but it does mean brands must scrutinise how that data is sourced, interpreted, and presented. In an industry where “success” is easily...
Data driven sposnsorship