Sports

£520m boost sparks sponsorship buzz for The Hundred in 2026

£520m boost sparks sponsorship buzz for The Hundred in 2026

Aug 8, 2025

The England and Wales Cricket Board’s (ECB) recent £520 million capital injection into The Hundred, via partial and full sales of all eight franchises, has redefined the tournament’s commercial trajectory. With ownership now including global sporting heavyweights such as the Ambani family (Mumbai Indians), Sun Group (Sunrisers Hyderabad), and RPSG Group (Lucknow Super...
Why am I seeing Guinness everywhere in football?

Why am I seeing Guinness everywhere in football?

Aug 7, 2025 |

Guinness’s recent surge into club football, with new deals expected in quick succession with Arsenal and Newcastle United, follows their 2024 appointment as the Official Beer Sponsor of the Premier League. These aren’t isolated moments of opportunism, but part of a much broader, deliberate brand strategy. What we’re witnessing is Guinness using football as a...
Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI

Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI

Aug 5, 2025 |

When Axi, the global online trading platform, partnered with Manchester City in 2020, the objective was clear: build awareness in new territories, strengthen trust in existing markets, and deliver unique value to clients and partners. Five years later, the partnership has become central to the brand’s marketing strategy, generating standout content, premium experiences, and...
Volkswagen shifts gears to drive change across Spanish football

Volkswagen shifts gears to drive change across Spanish football

Aug 5, 2025 |

Volkswagen has signed a multi-season sponsorship deal with LALIGA EA Sports, LALIGA Hypermotion, and Liga F Moeve, covering all 58 clubs across Spain’s top two men’s divisions and its premier women’s league. It becomes the official automotive partner of the men’s competitions and global sponsor of Liga F. What's new with...
Data driven sposnsorship