National Campaigns

Chaucer Group and Surrey CCC: Why B2B brands are turning to sponsorship

Chaucer Group and Surrey CCC: Why B2B brands are turning to sponsorship

Mar 16, 2026 |

B2B brands have long been present in sponsorship, but their role in the market is becoming more prominent. From professional services firms to industrial companies, B2B organisations are increasingly using partnerships with sports teams and venues to build reputation, strengthen relationships and signal market stature. The latest comes from the insurance sector, where...
AI is already replacing sponsorship research. Is creative activation next?

AI is already replacing sponsorship research. Is creative activation next?

Mar 12, 2026

In a recent Adweek article, Mark Ritson pointed to Anthropic’s claim that 65% of marketing tasks could eventually be replaced by AI. His argument was not really about ad copy or image generation. It was about the less glamorous but highly important work that underpins modern marketing: research, analysis, planning and strategy. In sponsorship, that future may already be...
Aviva’s Tom Whiteside on the long-term strategy behind its naming rights expansion

Aviva’s Tom Whiteside on the long-term strategy behind its naming rights expansion

Feb 20, 2026

Aviva has expanded its venue portfolio once again, confirming it will become the naming rights partner of the new Aviva Arena in Bristol, set to open in 2028. The move adds a third major UK & Ireland venue to the insurance brand’s portfolio, alongside Aviva Stadium and Aviva Studios, reinforcing what has become a clear strategic position: Aviva believes...
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