Revealed: Premier League Fair Market Sponsorship Values 2026
Tottenham and Chelsea suffer major sponsorship value declines as the Premier League market takes shape in the post-gambling era
National Campaigns
How Continental Tyres is building brand consideration from the grassroots up
For Continental Tyres, sponsorship is not just about visibility. In a category where consumers rarely think about tyres until they urgently need them, the brand believes community investment and long-term emotional connection can have a greater impact on purchasing decisions than logo exposure alone.
Peter Robb, Marketing Director at Continental Tyres, explained to The...
JM Finn and Surrey: Proof that sponsorship value compounds
Long-term value beats new audiences. There is always a pull in sponsorship towards the new: new audiences, new platforms, new sports. More often than not, however, the brands that generate the most value are the ones that stay.
Not because they lack ambition, but because sponsorship value compounds. The longer a partnership runs, the stronger the association becomes, the...
Jo Redfern on which audience assumptions no longer hold and what sponsors must do about it
Jo Redfern shares how audience media consumption behaviour is changing, which audience groups are shifting where and how quickly.
Exclusive: Callaway Golf’s Chris Gregg on why brand first beats product first in a crowded market
Callaway has prioritised brand over product to stand out in a crowded market, we spoke to Marketing Director, Chris Gregg to find out why
