Kia’s Marketing Director, Steve Hicks, on how the brand builds long-term value through partnerships
Kia’s Marketing Director shares how and why the brand has chosen to build a long term partnership in cricket rather than chase new audiences
Sports
Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship
For B2B brands, the ability to foster new relationships while strengthening existing ones is a key driver of growth. Sponsorship, and the hospitality it provides, is becoming an increasingly powerful platform for doing exactly that. By bringing clients, partners and colleagues together in relaxed, memorable environments, it creates the conditions where trust develops and...
Going the distance: Why racing’s true sponsorship value lies beyond the big festivals
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
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...
European Sponsorship Awards 2026: The Winners
European Sponsorship Awards: All the winners from a night highlighting the best standout partnerships across sport and culture
