Sports

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...
Sponsorship exclusivity: Nice to have or a must have?

Sponsorship exclusivity: Nice to have or a must have?

Aug 19, 2025 |

When Carlos Alcaraz was asked at the Cincinnati Open to cover the logo on his Evian water bottle, he refused. The umpire insisted because Aquafina is the tournament’s official water partner. On the surface, it was a throwaway exchange, but beneath it lies one of sponsorship’s biggest questions. How much does sponsorship exclusivity really matter? Is exclusivity the...
£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...
Data driven sposnsorship