Sports

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...
Cadillac’s new Jim Beam partnership shows the power of nation branding in Formula 1

Cadillac’s new Jim Beam partnership shows the power of nation branding in Formula 1

Sep 18, 2025 |

Jim Beam has signed a multi-year deal as the Official Spirits Partner of the new Cadillac F1 team, joining Tommy Hilfiger in the first wave of partners ahead of the team’s 2026 debut. The announcement underlines a very American identity that will be on full display at Miami, Austin and Las Vegas. In sponsorship, you do not only align with a property, you align with the...
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...
McLaren’s $100m Mastercard deal shows the power of brand value

McLaren’s $100m Mastercard deal shows the power of brand value

Aug 28, 2025 |

McLaren Racing has secured the biggest commercial deal in its history, announcing Mastercard as the official naming partner of the team from 2026 in a partnership believed to be worth around $100 million per season, according to The Athletic. From next year, the team will be known as the McLaren Mastercard Formula 1 Team, marking the return of a title sponsor for the...
Data driven sposnsorship