News & Insights

Motorsport sponsorship – thinking outside the box

A frequent theme from today’s Autosport International Connect (#ASIConnect) centred on sponsorship and the challenges faced by sponsors during the pandemic, with the well-documented restrictions on at-circuit fan and guest attendance. Let’s get this clear from the outset: sponsorship is so much more than a logo on a car, or guests in a hospitality unit. […]

Virtual sanity makes Le Mans 24 an online success

Billed as “The Ultimate Esports Endurance Race”, the Virtual Le Mans 24 Hours was always going to attract attention. From the hardcore endurance fans and aficionados wanting to commemorate the traditional Le Mans weekend, to more cynical observers armed with their ‘it’s not like the real thing’ barbs. There was always going to be criticism. […]

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 […]

Esports Q&A with SQN CEO – Part 2

In the second part of our Esports Q&A with SQN CEO Claire Ritchie-Tomkins, we gain insight into the ever-increasing role that brands are playing in the industry, and how the best of these are activating their partnerships.  How do you see esports differentiating itself from traditional sports in the future, and what strategies do you believe the industry will apply to separate itself from traditional sports?  “I […]

Esports Q&A with SQN CEO – Part 1

Last week SQN CEO Claire Ritchie-Tomkins sat on the virtual panel of the European Sponsorship Association’s (ESA) “esports: building audiences during lockdown” webinar. Claire shared her insight across a variety of key topics of interest within the esports industry. Discussions expanded on the need to generate greater awareness for women in esports, converting traditional sports […]

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, […]

Embracing the C-word

There’s no escaping the dreaded C-word. Coronavirus, or COVID-19, has intensified its grip on the world, with few industries escaping its wrath. It’s a testing time and one that is already having ramifications on businesses. Yet, while not detracting from the severity of the situation, it is important for companies to increase focus on integrated […]