News & Insights

All bets are off for the future of gambling sponsorships

15 years ago a decision was made that would have a lasting impact on sports sponsorship. The World Health Organisation recommended banning “all tobacco advertising, promotion and sponsorship”, with companies forced to remove all cigarette branding[1], once this was implemented by legislators around the world. This changed the face of sports sponsorship forever, particularly in […]

Don’t let sponsorship scare you!

Sponsorship can be a scary word, right? For many people it conjures up thoughts of huge budgets, minimal return on investment, and difficulty in putting a real value on its success. Given the current global situation, sponsorship has perhaps become an even scarier word in the eyes of many with decreasing budgets and uncertainty around […]

AWS requires set-up tweak to F1 activation

Algorithms. Whether you’re a social media manager striving to master Facebook, or an A-Level student struggling to make sense of how grades have been awarded, the word algorithm is filled with mystery and most likely tinged with frustration and anger. In F1 circles, too, algorithms have become associated with scornfulness, or AWS if you like […]

What a difference a week makes (in F1 sponsorship!)

After a scintillating start to the delayed 2020 Formula One season, many fans would have been keen to press CTRL+C and carry it forward to the following weekend. Held on the same circuit, the renamed Styrian GP provided the perfect opportunity to build off the excitement of the sister race held just seven days previous.  […]

Closed door sports open fresh opportunities for sponsorship

Innovative technology looks set to open closed doors for brands looking to activate or ignite sports sponsorship opportunities in the wake of the COVID-19 pandemic. The use of augmented reality technology to revolutionise pitch side sports advertising is nothing new. Digital overlay companies have been in existence for the past decade or so, and a […]

When racers go rogue: why reputation matters in sponsorship

Whatever your take on esports and sim racing, we can all agree that there are fundamental values associated with online competition, just as there are in real life, right? Determination to succeed, humility in defeat, support for an underdog, fair play. Sportsmanship, almost certainly. When Simon Pagenaud caused Lando Norris to retire spectacularly from the […]

SQN scores with Mudita Sports to aid home learning

SQN has been appointed by Mudita Sports to help promote the company’s brand-new education app, GO And Learn, which puts sport and entertainment at the heart of the learning experience. The company has already teamed up with football clubs Manchester City and Arsenal to support young people who are currently being home schooled, while also […]