National Campaigns

Chelsea’s sponsorship model: Risk, rebuild, reward?

Chelsea’s sponsorship model: Risk, rebuild, reward?

Jul 16, 2025

Chelsea’s Club World Cup win has both delivered silverware and forced potential sponsors to reconsider the club’s commercial valuation. According to The Telegraph, the club is now closing in on a front-of-shirt sponsorship deal worth £60 million a year, a significant increase on offers they turned down just 12 months ago. Let's look at how Chelsea's sponsorship plan...
Internal audiences: The ROI booster hiding in plain sight

Internal audiences: The ROI booster hiding in plain sight

Jul 11, 2025

In focusing so intently on external audiences in sponsorship campaigns, it becomes easy to overlook your internal stakeholders: the employees, partners, and franchisees. These are not just approval-givers or brand guardians, but active participants in the partnership. Integrating the internal audience in a sponsorship campaign isn’t a fluffy HR exercise, nor merely a...
Why are snack brands doubling down on sports sponsorship?

Why are snack brands doubling down on sports sponsorship?

Jul 10, 2025

By any measure, the relationship between sport and snack brands is long-standing, deeply integrated, and, despite scrutiny, evolving. A new BMJ investigation reveals that more than 90 partnerships currently exist between leading UK sports entities and brands selling food or drink high in fat, salt or sugar. From football and cricket to cycling and golf, HFSS sports...
From Parliament to the Fringe: Who should fund the Arts?

From Parliament to the Fringe: Who should fund the Arts?

Jul 9, 2025

Edinburgh’s Festival Fringe, the world’s largest open-access arts festival, finds itself at a crossroads a month before its starting date in August. Amid growing calls to cut ties with fossil fuel sponsors, the Fringe is grappling with a question that resonates across the cultural sector: how to reconcile ethical sponsorship demands with financial realities in order to fund...
Data driven sposnsorship