National Campaigns

A new chapter for Fuse as culture reshapes its leadership team and strategic approach

A new chapter for Fuse as culture reshapes its leadership team and strategic approach

Jan 15, 2026 |

Culture has become a defining battleground for brands looking to stay relevant in an increasingly fragmented media landscape. As fan behaviour shifts and audiences engage across sport, entertainment and live experiences in new and more fluid ways, agencies are being challenged to help brands connect with culture in a way that is both meaningful and measurable. Fuse’s is the...
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...
Inside British Airways’ landmark Olympia naming-rights deal: Interview with AEG Europe’s Paul Samuels

Inside British Airways’ landmark Olympia naming-rights deal: Interview with AEG Europe’s Paul Samuels

Dec 10, 2025 |

British Airways has secured one of London’s most significant cultural naming-rights partnerships in years, becoming Founding Partner of the £1.3bn Olympia redevelopment and taking naming rights to two new venues: the British Airways ARC music arena and the British Airways Theatre. The deal marks the airline’s biggest move yet into entertainment and live experiences,...
Behind closed doors: What sponsors really think about measurement

Behind closed doors: What sponsors really think about measurement

Dec 4, 2025 |

On 27th November, The Sponsor hosted a Leaders Roundtable debate at the St James’s Club in Mayfair, where senior brand and marketing leaders gathered to tackle one of the industry’s most persistent measurement questions: how do you credibly demonstrate sponsorship returns? The ambition was straightforward. The reality, as anyone in the room will attest, was anything...
Arsenal’s sleeve sponsorship asset set to reach £20m as Visit Rwanda deal ends

Arsenal’s sleeve sponsorship asset set to reach £20m as Visit Rwanda deal ends

Nov 20, 2025 |

Arsenal's sleeve sponsorship agreement with the Rwanda Development Board will end at the close of the 2025 to 26 season. The decision follows months of fan-led protest and growing pressure around the partnership, which had become increasingly difficult for the club to defend publicly. With the news now confirmed, attention now shifts to what the sleeve is worth and why...
Data driven sposnsorship