European Sponsorship Awards 2026: The Winners
European Sponsorship Awards: All the winners from a night highlighting the best standout partnerships across sport and culture
National Campaigns
AI is already replacing sponsorship research. Is creative activation next?
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...
Sponsorship’s blind spot and how leading brands are addressing it
Sponsors have accepted partnerships need to be supported by significant investment in activation yet for most, measurement remains an afterthought.
Aviva’s Tom Whiteside on the long-term strategy behind its naming rights expansion
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...
CEO Craig Scott on how Hill Dickinson assessed Everton’s stadium naming rights opportunity
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...
