Sports Archives - Page 3 of 37

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...

Sponsorship’s blind spot and how leading brands are addressing it

Mar 5, 2026 | Measurement

Sponsors have accepted partnerships need to be supported by significant investment in activation yet for most, measurement remains an afterthought.

CEO Craig Scott on how Hill Dickinson assessed Everton’s stadium naming rights opportunity

Feb 17, 2026 | Planning

Understanding why sponsors choose stadium naming rights is critical for clubs seeking long-term partners. While headline deal values attract attention, the motivations behind a sponsor’s decision often reveal far more about how naming rights propositions should be shaped and sold. As part of The Sponsor's recently published report covering the fair market values of 75...

Undersell or walk away? What Chelsea and Welsh Rugby reveal about pricing power in sponsorship

Feb 4, 2026 | Measurement

The challenge of selling sponsorship in the current market is well understood. Budgets are under pressure, approvals take longer, and brands are increasingly cautious about committing to long-term deals. But recent decisions by Chelsea and the Welsh Rugby Union illustrate how different responses to that challenge can produce very different long-term outcomes. Chelsea have...

“BORING!” Kia, the Australian Open and how not to engage fans

Feb 3, 2026 | Activation

There are very few moments in sponsorship where fans give brands instant, unfiltered feedback, in real time, in front of a global audience. At this year’s Australian Open men’s final, that feedback arrived in a single word, shouted from the stands. “BORING.” It landed midway through the sponsor address, cut through the ceremony, and triggered laughter across Rod Laver...

Sports

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

Sponsorship’s blind spot and how leading brands are addressing it

CEO Craig Scott on how Hill Dickinson assessed Everton’s stadium naming rights opportunity

Undersell or walk away? What Chelsea and Welsh Rugby reveal about pricing power in sponsorship

“BORING!” Kia, the Australian Open and how not to engage fans

Topics

Categories

Socials

More from The Sponsor