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 (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 […]

Parkour UK: Leaping with the times

There’s something extraordinarily jaw-dropping about the dexterity of parkour practitioners. Their ability to seemingly defy gravity, to manoeuvre effortlessly and gracefully from one obstacle to the next is impressive to behold. Of course, there are dangers, but one could argue the same about most sports where the human limits are being constantly stretched. I use […]

NEWS: Derby firm integrated into global marketing services agency SQN

Derby creative agency Matchstick Design, founded in 2006 by businesswoman Laura Faulkner, has become fully integrated into global marketing services agency Sine Qua Non International (SQN), one of Matchstick’s long-standing clients. The two companies, well established in their respective fields, have collaborated since 2009 on an array of projects for an impressive portfolio of clients […]

SQN Blog-vent Calendar: 18. The Ryder Cup – Can Paris 2018 Recover From Hazeltine Heckle Show?

  Prior to the 2016 Ryder Cup, Peter Willett, brother of Masters winner and European Team member Danny Willett, penned an opinion piece for the National Club Golfer magazine, where he had some choice words to say about the American fans who would be attending the event in Minnesota. “A baying mob of imbeciles.” “Pudgy, […]