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 […]

My Work Experience Week with SQN: Emely Catta

Recently, SQN welcomed 16 year old Emely Catta from Frankfurt in Germany to its Henley office as part of the student’s school work experience scheme. She spent five days fully immersing herself in a variety of activities and tasks, and found a new love for English breakfast tea and Victoria sponge cake! Enjoy Emely’s diary […]

F1 Sponsorship: What can be learnt from the Premier League?

Last year, we asked the question ‘F1 2017: Where have all the sponsors gone?’. It was suggested that due to the growing difference between the F1 teams’ valuations of car positions and the actual true media value of these locations, many cars were looking bereft of sponsors. Fast-forward twelve months, and has the situation improved? […]

Feeding your Content Marketing machine

Content marketing is all the rage. Enabled by digital technology and positioned as an effective and efficient marketing strategy, particularly for B2B brands, it increasingly forms the foundation for many inbound and account-based marketing initiatives. Content marketing machines do, however, need feeding with a steady stream of high-quality, relevant and engaging material. Case studies, research, […]