How AO’s data-led approach is guiding the future of its sponsorship strategy
Behind the scenes of AO’s sponsorship decision making process leveraging data and scorecards to make smart decisions.
Local Campaigns
Padel: The sponsorship goldmine you might be overlooking
Padel is exploding. With over 25 million players worldwide and the number of courts growing at an astonishing 181% annually, this isn’t just another niche sport—it’s a movement. In Spain alone, 5 million people play padel regularly, making it the country’s second-most popular sport after football. Across Europe, clubs are struggling to keep up with demand, in the Middle East,...
European Sponsorship Awards 2025: The Winners
The 2025 European Sponsorship Awards celebrated some of the most innovative and impactful sponsorship campaigns of the year, with brands from across Europe recognised for work that spanned sport, culture, social purpose, and technology.
Leading the night was Gjensidige, whose "The Breathing Space" campaign — created in partnership with the Palmesus beach festival — took...
Business conference sponsorship: What brands really want (and what they don’t)
Business conference sponsorship should be one of the smartest marketing investments a B2B brand can make. They’re targeted, measurable, and — done right — put you in front of exactly the right audience.
Yet all too often, brands get sold a sponsorship package filled with "logo-on-a-lanyard" opportunities that do little to deliver what really matters: meaningful exposure,...
Sponsorship agreements: What to do when your partner decides to walk away
For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.”
Sponsorship agreements are meant to be long-term partnerships. But when a sponsor decides to pull out early—whether due to financial pressures, a change in strategy, or simply a loss of interest—it can send rights holders into a commercial tailspin.
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