Sports Archives - The Sponsor

Are we entering a fifth phase of sponsorship? MSQ’s Steve Martin thinks so

May 13, 2026 | Activation

Sponsorship has never stood still. It has evolved in clear phases, each adding a new layer of sophistication to how brands engage audiences. It began with branding and brand awareness. Digital and social engagement built on top of that. Social purpose added another dimension. More recently, data has enhanced how brands understand and measure audiences. According to Steve...

Lidl and UEFA: When a sponsorship works, have the conviction to go all in

May 7, 2026 | Activation

A partnership that's truly aligned and delivering fully against brand objectives is hard to find. If you're lucky enough to achieve one, the next step is to invest with conviction and build something that lasts. That’s the partnership LIDL is building with UEFA. We spoke to Robin Ruschke, Head of Marketing at Lidl International, about what that decision looks like in...

JM Finn and Surrey: Proof that sponsorship value compounds

Apr 30, 2026 | Planning

Long-term value beats new audiences. There is always a pull in sponsorship towards the new: new audiences, new platforms, new sports. More often than not, however, the brands that generate the most value are the ones that stay. Not because they lack ambition, but because sponsorship value compounds. The longer a partnership runs, the stronger the association becomes, the...