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 […]