The Power of Sponsorship: Integrating sponsorship fully into the marketing mix

Sponsorship has the power to emotionally engage with people in a way that other marketing channels aren’t able to; it enables brands to engage directly and experientially with their target market. Experiential marketing is just as important and valuable now as it ever has been. With so many channels and platforms available for consumers to […]

Sponsorship is a fast-growing industry, but how can you exploit its full potential?

The sponsorship industry is at all-time high. The 2019 MKTG Frontier report, conducted in association with Think! Sponsorship and the European Sponsorship Association (ESA), reported that 50% of its surveyed industry specialists expect the sponsorship industry to continue its upward growth trajectory. Two-thirds of respondents believe brands are now considering sponsorship as an essential part […]

Why sponsorships need a long shelf life to thrive

    There was no SPAR break for European Athletics ahead of the Indoor Championships in Glasgow last weekend, as the association signed a new deal to extend its partnership with SPAR International by eight years to 2027. Getting a brand to commit to such an extension is no mean feat, and both sides should […]

The curious case of Rich Energy

The launches have taken place, the cars have been revealed and now the 2019 F1 contenders have hit the track for the first time in Barcelona. From discussions around new liveries, to microscopic analysis of every aerodynamic feature, F1 fans around the world are rejoicing at the opportunity to get stuck into some juicy gossip […]

Sponsorship Shout-Outs: Six Nations Special (Vol.3)

In the week after the New England Patriots captured a record sixth title, albeit in lacklustre fashion, it would have been all too easy to focus our latest Sponsorship Shout-Out around Superbowl LIII. Instead, we have opted for an oval ball with appeal much closer to home, namely the Six Nations rugby. So, park your […]

Sponsorship Shout-Outs (Vol.2)

A tantalisingly competitive start to the new World Rally Championship, a rain-soaked Daytona 24 Hours and the third round of the 2018/19 Formula E season all ensured we got our motorsport fix over the weekend. It is in the world of electric racing where we begin this week’s Sponsorship Shout-Outs… Heineken’s low percentage start to […]

Sponsorship Shout-Outs (Vol.1)

At SQN, it is our mission to keep up-to-date with evolving trends, breaking deals and missteps in the world of sponsorship. While our friends and relatives are all cheering on their favourite sports personalities, we’re busy working out why a particular company has invested in perimeter advertising, what ROI a shirt sponsor is deriving and […]

Tata Communications – MotoGP Connect

Challenge: Engage multiple audiences through a selection of social and other media channels by starting to tell the story of how Tata Communications is enabling MotoGP from a sports broadcast perspective Broaden awareness of and stimulate interest in Tata Communications low -latency connectivity capabilities that facilitate solutions such as remote production Create a sustainable communications […]