National Campaigns

Why venues, not stadiums, may offer greater returns for sponsors

Why venues, not stadiums, may offer greater returns for sponsors

Sep 10, 2026

For decades, stadiums have been the natural home of naming rights. From the US, where naming rights are among the most valuable assets in sport, to a growing European market, brands have paid significant sums to put their names on buildings visited by millions of people every year. But stadiums aren't the only buildings with large audiences, cultural significance and an...
Stuart Wareman on what sponsors wish rights holders understood

Stuart Wareman on what sponsors wish rights holders understood

Sep 4, 2026 |

There has long been a disconnect between the people selling sponsorship and the brands buying it. For Stuart Wareman, who has spent much of his career on the brand side managing major global partnerships, including most recently for the hotel group Accor, closing that gap requires more than better proposals or more sophisticated sales techniques. It requires rights holders to...
The great Canadian sponsorship squeeze

The great Canadian sponsorship squeeze

Aug 24, 2026 |

There are few things the Commercial Director of a sports team enjoys more than announcing a new sponsorship. So, when a good friend who has spent years managing sponsorships for a major brand recalled the email she had received that morning, sent to her and all the club’s existing sponsors, which read, “Great news, we have a new sponsor joining the club”, her reaction was...
Data driven sposnsorship