No longer can audience understanding be superficial i.e. females in New York who are between 25 and 40 years old. Consumers are complex people and a rights holder’s and brand’s understanding must[...]

In a world where traditional reach and attention are diminishing, brands are looking for cut-through and engagement to drive relevance and ultimately accelerate their growth.

Big sponsorship announcements are not commonplace right now; as we still aim to get back to whatever normal is going to look like post-pandemic.

Throughout the world we have seen tobacco sponsorship and alcohol sponsorship banned or curbed in most markets and, right now, the sponsorship industry is watching the UK after a House of Lords[...]

It has been a whole year since the world shut down because of the pandemic.

The plights of rights holders and brands is well documented. Often forgotten in the sponsorship conversation, however,[...]

As an ever-present Premier League team, Arsenal are a global brand and, while current results are not favorable, they are one of the big six English football clubs, boasting a sponsorship[...]

Despite the challenges of 2020, it was still a great year filled with lots of amazing chats with sponsorship professionals from all over the world.

Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools[...]

Data, measurement, and most importantly, the insights and what we do with them, is something that is driving the sponsorship industry.