TV Archives - The Sponsor

Sponsorship outlook 2026: The trends and market forces shaping the year ahead

Jan 13, 2026 | Planning

Regulation, shifting fan behaviour, challenger formats and new market entrants. 2026 is shaping up to be a year of opportunity for brands and rights holders that understand how the marketplace is changing, where budgets are moving and how value is created. The result is a more active but competitive environment. One defined not by fewer deals, but by savvier buyers, greater...

Why you don’t need big budgets to benefit from sponsorship

Jan 22, 2025 | Planning

Examining how brands can leverage the power of their owned and earned media channels to reap the rewards of well-aligned sponsorship.

Sponsorship contracts: What could possibly go wrong?

Nov 6, 2024 | Planning

During the hurried excitement and positivity of a new partnership coming together, when negotiating the finer details of rights packages, activation budgets and launch plans, it is often difficult to consider or even imagine what might go wrong and this is where pessimistic lawyers and a sponsorship contract come in handy. Thankfully, at The Sponsor, we spoke with one such...