National Campaigns Archives - Page 2 of 27

CEO Craig Scott on how Hill Dickinson assessed Everton’s stadium naming rights opportunity

Feb 17, 2026 | Planning

Understanding why sponsors choose stadium naming rights is critical for clubs seeking long-term partners. While headline deal values attract attention, the motivations behind a sponsor’s decision often reveal far more about how naming rights propositions should be shaped and sold. As part of The Sponsor's recently published report covering the fair market values of 75...

Undersell or walk away? What Chelsea and Welsh Rugby reveal about pricing power in sponsorship

Feb 4, 2026 | Measurement

The challenge of selling sponsorship in the current market is well understood. Budgets are under pressure, approvals take longer, and brands are increasingly cautious about committing to long-term deals. But recent decisions by Chelsea and the Welsh Rugby Union illustrate how different responses to that challenge can produce very different long-term outcomes. Chelsea have...

Revealed: European stadium naming rights, fair market sponsorship values 2026

Jan 27, 2026 | Measurement

The Sponsor has today published the fair market sponsorship value of every major European stadium. Covering 75 stadiums, it represents the most comprehensive valuation and pricing analysis of European stadium naming rights conducted to date. The findings reveal a defined yet underutilised market, in which some stadium owners and sponsors are securing exceptional value...

US stadium naming rights and the pricing mistake European clubs keep making

Jan 19, 2026 | Measurement

US and European stadium naming rights are often compared using the same pricing logic. That comparison is understandable, but it is also where many European clubs go wrong. According to research by The Sponsor, 88% of sports stadiums in the US have a naming-rights partner, compared to just 12% in Europe. The issue is not the appeal of stadium naming rights,...

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

Jan 15, 2026 | Activation

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...

National Campaigns

CEO Craig Scott on how Hill Dickinson assessed Everton’s stadium naming rights opportunity

Undersell or walk away? What Chelsea and Welsh Rugby reveal about pricing power in sponsorship

Revealed: European stadium naming rights, fair market sponsorship values 2026

US stadium naming rights and the pricing mistake European clubs keep making

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

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