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 […]

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 […]

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 be congratulated […]