Sports

Going the distance: Why racing’s true sponsorship value lies beyond the big festivals

Going the distance: Why racing’s true sponsorship value lies beyond the big festivals

Mar 19, 2026 |

The racing festival season has kicked off with Cheltenham Festival, and the next four months will see major races and festivals, including the Grand National, Epsom Derby and Royal Ascot, fast approaching. Horse racing is about to enjoy its annual burst of mainstream attention. For many brands, that is where the opportunity begins and ends. They look at the big...
Chaucer Group and Surrey CCC: Why B2B brands are turning to sponsorship

Chaucer Group and Surrey CCC: Why B2B brands are turning to sponsorship

Mar 16, 2026 |

B2B brands have long been present in sponsorship, but their role in the market is becoming more prominent. From professional services firms to industrial companies, B2B organisations are increasingly using partnerships with sports teams and venues to build reputation, strengthen relationships and signal market stature. The latest comes from the insurance sector, where...
AI is already replacing sponsorship research. Is creative activation next?

AI is already replacing sponsorship research. Is creative activation next?

Mar 12, 2026

In a recent Adweek article, Mark Ritson pointed to Anthropic’s claim that 65% of marketing tasks could eventually be replaced by AI. His argument was not really about ad copy or image generation. It was about the less glamorous but highly important work that underpins modern marketing: research, analysis, planning and strategy. In sponsorship, that future may already be...
Data driven sposnsorship