Partnership Strategy

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...
What happened to Manchester United’s training kit sponsor and why?

What happened to Manchester United’s training kit sponsor and why?

Jul 3, 2025 |

Manchester United have this week unveiled their new training kit for the 2025/26 season, but one thing is notably missing: a sponsor. This absence is more than a cosmetic issue. It signals a growing unease among commercial partners about the club’s long-term value. Key sponsorship exits United’s £24 million-a-year deal with blockchain firm Tezos expired at the end...
Novuna and UK Athletics deal underscores the value of title sponsorships

Novuna and UK Athletics deal underscores the value of title sponsorships

Jul 2, 2025

On Monday, UK Athletics (UKA) announced a landmark multi-year sponsorship deal with financial services brand Novuna, in what is being hailed as a transformative moment for British athletics. The agreement sees Novuna become Title Partner of the London Athletics Meet, the UK Athletics Championships, and the UK Athletics Indoor Championships, as well as the Great Britain...
Backing both sides: the opportunities and risks of multi-team sponsorship

Backing both sides: the opportunities and risks of multi-team sponsorship

Jun 12, 2025

What happens when a multi-team sponsorship means backing both teams in a final? Or ten players in the same tournament? For Qatar Airways and XTB, the answer was maximum visibility and a test of how to stay authentic when you're cheering for everyone.  At the 2025 UEFA Champions League Final, Qatar Airways sponsored both Paris Saint-Germain (as a shirt sponsor) and...
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Data driven sposnsorship