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 […]

SQN Announces Organisational Restructure for Growth

We have announced a key restructuring to our senior organisation to support ambitious growth targets on the back of our most successful years of business. Client Services Director, Chris Hughes, has taken on a new Managing Director role, assuming day-to-day running of the agency and continuing to oversee our client work. Chris will be supported […]

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 […]

Purpose

Purpose is a word that we’ve been hearing a lot recently, as companies look ahead with caution to 2021. This period of sustained disruption and turbulence looks set to continue, yet we are seeing signs of tenacity and ambition among organisations determined to take back control of their own destiny. Of course, there are industries […]

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.  […]

Spielberg directs the new sponsorship norm

Formula 1 made a triumphant return last weekend with a spectacular first race of the season in Spielberg for the Austrian Grand Prix. What was unknown prior to the weekend was how F1 would position its sponsors throughout the race weekend to maximise visibility with television and digital audiences, and to minimise the loss of […]