News & Insights

The long-lasting return on a memorable motorsport livery

Silverstone. Aston Martin. Green. You’d struggle to name a more iconic British trio in motorsport than that. For many, the returning sight of the legendary car manufacturer in its evocative colour scheme has sent a flutter through the heart, well if you’re not Andreas Weissenbacher that is… “Aston Martin boss Lawrence Stroll understands that my […]

Ronaldo Takes Fizz out of Coca-Cola Deal

Tuesday 15th June 2021 was a career-defining day for Cristiano Ronaldo. The Portuguese striker became the top goal scorer in European Championship history with his brace against Hungary. For many though, it was his 10 seconds of action in the pre-event press conference that might well leave the longer-lasting legacy. Sternly eyeing up the fizzy […]

Sponsorship SOS: TeamViewer and Manchester United

“I will boycott your products and support your competitors until you terminate your commercial partnership with the Glazer family.” Just one of the current 1,538 one-star reviews that sit on TeamViewer’s Trust Pilot page. To say it’s been a difficult few days for the Manchester United shirt sponsor would perhaps be an understatement. TeamViewer, along […]

Sponsorship can help carbon polluters clean up their act

The sports sponsorship sector has had a tough time of late. The overhanging impact of COVID-19, the impending betting sponsorship ban, and now the call for high-carbon sponsorship deals to be dropped. It’s a challenging period to say the least. Earlier this week a report published by the New Weather Institute think tank, climate charity […]

Play big or go home!

Following last week’s announcement of Manchester United’s new shirt partner, SQN CEO Claire Ritchie-Tomkins offered her thoughts on the big money investment: A recent whitepaper I read by B2B Institute on LinkedIn about B2B trends for the next decade concluded by saying that brands should ‘play big or go home’ and that is exactly what […]

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. […]