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Sponsorship trends to watch out for in 2020

Andy Westlake is chairman of the European Sponsorship Association and a non-executive director here at SQN, and thus the perfect person to take a look at what the important trends for this year will be within sponsorship.
January 3, 2020

Andy Westlake is Chairman of the European Sponsorship Association and a Non-Executive Director here at SQN, thus the perfect person to take a look at what the important trends will be within sponsorship for this year.

At our inaugural event in December we brought together partners, clients and friends of SQN for an afternoon of insightful talks followed by networking and drinks at the iconic Ministry of Sound. Andy brought the event to a close with his predictions for this coming year and what ESA members have highlighted as their most pressing issues.

Amongst the areas Andy discussed in his engaging presentation were;

  • The power of community and grassroots sports
  • Data and the ability to transfer it into actionable insights
  • Sponsorship measurement
  • Rights holders as media entities
  • The integration of sponsorship throughout an organisation
  • The power of experiences
  • Purpose
  • Esports
  • The rise of new formats in existing sports, brand new sports and women’s sport.

At the start of the podcast our Client Services Director, Chris Hughes, and Head of Digital, Dan McLaren, took a look at their highlights from last year and what they think you should be watching out for in their own fields of expertise.

Get in touch to find out more about what we do or if you’d like to talk to us about a project. https://sqn.agency/contact-us/ and subscribe to our podcast on Apple Podcasts, Spotify, Google Podcasts or your app of choice.


We are excited to announce that Sine Qua Non (SQN) has joined rEvolution, bringing SQN’s technology and communications prowess to rEvolution, the global, integrated sports marketing agency. Together, we will continue to grow as one team to deliver best-in-class integrated marketing services for our clients.

We put people first, challenge personal effectiveness, and act as change agents on a unified team. We share these values now and moving forward. In this next chapter we will scale our skillsets and expertise together to make an increasingly significant impact in the industry.

Please visit http://www.revolutionworld.com to learn more about rEvolution’s capabilities and culture.

This is an exciting time for everyone on our collective team, and we look forward to continuing our work with you.

John Rowady
CEO & Founder, rEvolution

Claire Ritchie
CEO & Founder, SQN

Chris Ritchie
Director & COO, SQN