Sports Archives - Page 9 of 37

Global gambling sponsorship review: Crackdowns in India and Europe, an arms race in North America

Aug 27, 2025 | Planning

Gambling sponsorship in sport is diverging fast. Some markets are tightening, sometimes abruptly. Others are opening up and driving record spend. The result is not one global trend but two competing realities that will reshape rights fees and deals over the next 12 to 24 months. India and Europe are tightening India just fired the clearest warning shot. After the new...

Sponsorship exclusivity: Nice to have or a must have?

Aug 19, 2025 | Measurement

When Carlos Alcaraz was asked at the Cincinnati Open to cover the logo on his Evian water bottle, he refused. The umpire insisted because Aquafina is the tournament’s official water partner. On the surface, it was a throwaway exchange, but beneath it lies one of sponsorship’s biggest questions. How much does sponsorship exclusivity really matter? Is exclusivity the...

178 days to go: Inside Milano Cortina’s measured sponsorship push

Aug 12, 2025 | Activation

With 178 days until the Winter Olympic flame is lit at Milan’s San Siro, Milano Cortina 2026 has confirmed 52 commercial partnerships: 40 national sponsors across four tiers, 11 global Olympic and Paralympic partners, and its official hospitality provider. It marks a substantial increase on earlier in the cycle, particularly in mid-tier domestic sponsorships....

£520m boost sparks sponsorship buzz for The Hundred in 2026

Aug 8, 2025

The England and Wales Cricket Board’s (ECB) recent £520 million capital injection into The Hundred, via partial and full sales of all eight franchises, has redefined the tournament’s commercial trajectory. With ownership now including global sporting heavyweights such as the Ambani family (Mumbai Indians), Sun Group (Sunrisers Hyderabad), and RPSG Group (Lucknow Super...

Why am I seeing Guinness everywhere in football?

Aug 7, 2025 | Activation

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...

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Global gambling sponsorship review: Crackdowns in India and Europe, an arms race in North America

Sponsorship exclusivity: Nice to have or a must have?

178 days to go: Inside Milano Cortina’s measured sponsorship push

£520m boost sparks sponsorship buzz for The Hundred in 2026

Why am I seeing Guinness everywhere in football?

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