Author: Luscid

October 2025 marks a pivotal moment for UK FMCG brands. New regulations banning pre-9 pm TV advertising and restricting digital promotion will significantly disrupt how food and beverage companies engage consumers. These changes demand more than tactical tweaks; they require a fundamental shift in brand visibility strategy. In response, Luscid and The Value Xchange have joined forces to offer brands clarity and confidence as they navigate the UK’s HFSS advertising restrictions.

Airlines are investing more in soccer and other mainstream sports than ever, but is it driving standout results or getting lost in the noise? In 2024, airline sponsorship reached new highs. With 296 active deals and 152 new ones already signed (GlobalData). Airline brands are raising their profile across sport partnership portfolios, driven by rights-owner… Continue reading The Airline Sponsorship Boom: Where Can Brands Lead, Not Just Compete?

Technology brands have flooded into F1 in recent years, investing huge amounts of money across the grid, but with so many fighting for space and impact, are they getting the visibility and cut through they would expect from such large investments?

Ten years ago, sponsorship was about visibility. Today, what to sponsor can define a brand’s success. The smartest brands are moving beyond logo placements—leveraging AI-driven insights, digital activations, and purpose-led sponsorships to create real business impact.

A robust sponsorship strategy is more than just visibility, it’s about building meaningful partnerships that connect with your audience and drive measurable outcomes. Discover how to craft a strategy that aligns with your goals, amplifies your brand, and creates lasting impact through thoughtful planning, strategic partnerships, and creative activations. Unlock the potential of sponsorship today.

As the sports sponsorship landscape continues to transform, brands are moving beyond traditional logo placement toward sophisticated, data-driven partnerships. From immersive VR experiences to purpose-led initiatives, discover how technology and changing values are reshaping sports sponsorship in 2025. Brands that embrace these trends while maintaining authentic connections will be best positioned to succeed.