Sports

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...
How Utilita turned sponsorship into a growth engine

How Utilita turned sponsorship into a growth engine

Jul 31, 2025 |

When Utilita entered the UK energy market in the early 2000s, it was a challenger brand in every sense of the word. Born around a kitchen table, Utilita began with little brand recognition and no inherited customer base, just an ambitious mission to disrupt a fiercely competitive industry. By 2015, the company needed a step-change in visibility. Instead of investing in...
Why Barcelona’s growth puts pressure on Spotify to renegotiate

Why Barcelona’s growth puts pressure on Spotify to renegotiate

Jul 29, 2025 |

In 2022, FC Barcelona struck what looked like a lifeline deal with Spotify: €60 million per year for shirt sponsorship and another €5 million annually for naming rights to the Camp Nou during renovation. For a club deep in financial crisis, the partnership with Daniel Ek’s audio giant was both timely and innovative. But now that Barcelona have got themselves to shore as it...
Data driven sposnsorship