National Campaigns

Big sponsor or small sponsor? Why smart brands back agencies, not assets

Big sponsor or small sponsor? Why smart brands back agencies, not assets

Oct 15, 2025 |

New sponsors often fall into the trap of believing that bigger automatically means better. The instinct is to partner with the most recognisable team or event the budget allows, to buy into scale, prestige, and visibility. But in sponsorship, size does not equal success. Big-name rights holders deliver reach and enhanced stature, but they rarely produce results without...
Media value vs market value: How to correctly price sponsorship

Media value vs market value: How to correctly price sponsorship

Sep 29, 2025 |

For decades, media value has been the go-to measurement for the sponsorship industry. The rise of AI-driven logo capture technology has only reinforced this reliance, delivering increasingly precise counts of how long and how often a brand is visible. Within its own boundaries, media value remains an excellent tool for benchmarking one sponsorship against another and for...
Manchester City settlement highlights importance of fair market value in sponsorship

Manchester City settlement highlights importance of fair market value in sponsorship

Sep 9, 2025 |

Yesterday, Manchester City and the Premier League drew a line under their long-running dispute over Associated Party Transaction (APT) rules. The two sides confirmed a settlement, with City accepting that the rules governing fair market value (FMV) sponsorship deals with related parties are valid and binding. It ends a costly legal battle, but the significance of the...
The risks and rewards of a diversified sponsorship portfolio

The risks and rewards of a diversified sponsorship portfolio

Sep 4, 2025 |

When Evian first entered tennis in 1989, the French mineral water brand was not a household name in sport. Over the following decades, through long-term partnerships with Wimbledon, the US Open, and ambassadors such as Maria Sharapova, Evian didn’t just sponsor tennis, it became synonymous with it. Today, their brand equity in the sport is so strong that Evian and tennis are...
Data driven sposnsorship