Sponsorship Activation

Amazon’s UEFA deal reminds us where women’s football is headed

Amazon’s UEFA deal reminds us where women’s football is headed

Jul 25, 2025 |

Amazon has extended its partnership with UEFA Women’s Football through 2030, covering the UEFA Women’s Champions League, Women’s EURO 2029, and youth competitions such as the U19 and U17 Championships. The agreement maintains Amazon’s role as official online retail sponsor, following initiatives like the 2023 launch of the Women’s Champions League’s first online store and...
Riot Games opens the door to betting sponsors, but at what cost?

Riot Games opens the door to betting sponsors, but at what cost?

Jul 1, 2025

Riot Games’ latest policy shift has opened the gates to betting sponsors in Tier 1 League of Legends and Valorant across the Americas and EMEA. It’s a decision wrapped in assurances of integrity and responsibility, one that the developer describes as a long-term play for ecosystem sustainability. With this move, teams will be able to form new commercial partnerships while...
Steering through complexity: a global sponsorship strategy for Formula One

Steering through complexity: a global sponsorship strategy for Formula One

Jun 11, 2025 |

When Kaspersky launched its partnership with Scuderia Ferrari in 2010, it wasn’t simply about brand exposure on some of the world’s fastest cars. Their global sponsorship strategy was at once adaptive and dependable, with an eye towards internally measurable impact, co-creating value, and mutual preparations for uncertainty.  As Sandro Cisco, former Global Head...
Data driven sposnsorship