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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 […]

Sponsorship professionals: now is our time!

Your house is probably due to undergo its third deep-clean in two weeks, your garden has received more love and care than any previous start to spring, and you’ve almost certainly rummaged through a box of old stuff that has gone untouched for years. During our current lockdown period we’ve never had more time to […]

State of the Sponsorship Industry: An SQN Perspective

Yesterday the European Sponsorship Association (ESA) released its 2020 Sponsorship Market Overview document. The release of the annual report, produced in collaboration with Nielsen Sports, was supported by an insightful webinar featuring input from ESA Chairman Andy Westlake, Head of Client Services at Nielsen Sports, Andy Milnes, and Head of Partnerships and Activation at the Premier League, […]

Sponsorship as a strategy – Part 1

In this first blog in a series on Sponsorship as a Strategy, it seemed timely to address the issues for sponsors caused by the global spread of the coronavirus (COVID-19). With sporting events being cancelled or postponed in an effort to reduce the risk of infection for individuals and populations, what are the implications for […]

Safeguarding your sponsorship deals

We hate to be the bearers of bad news, but sponsorships don’t always go to plan, and preparing for this prior to putting pen to paper will ensure that both parties are in the best shape possible to deal with any negative situations that may occur over the duration of the deal.