Category: Blogs

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.

Sponsoring WWE isn’t just about brand visibility—it’s about tapping into a fiercely loyal audience and creating authentic connections that drive real impact. With a $5 billion Netflix deal expanding its reach, WWE offers brands a unique platform to engage passionate fans in meaningful ways. Discover how your brand can get involved and maximise sponsorship opportunities today.

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.

With sponsorship representing 12% of marketing budgets and the global market continuing to grow, effective budget allocation is crucial. We examine the five essential considerations that shape successful sponsorship budgeting in today’s dynamic market, exploring how rights fees, activation investment, strategic alignment, risk management and internal resource allocation interact to create comprehensive sponsorship strategies.

The 2024-25 Gallagher Premiership roared into action, with Bath exacting revenge on last season’s champion winners Northampton Saints. With the new season underway, Luscid’s Business Development Manager, Vipul Londhe, provides a data-driven analysis of the sponsorship landscape, offering valuable insights into the league’s potential for brand partners.

Over the past year, venue naming rights sponsorships have been a prominent topic generating buzz across the sports and entertainment industry. In May, the highly anticipated Co-Op Live Venue opened its doors in the Northwest, instantly becoming the region’s premier indoor entertainment destination. More recently, one of the UK’s oldest and most historic sports venues, Twickenham, announced a landmark £100m 10-year naming rights partnership with Allianz, sparking a lively industry debate.

As the summer of sport is in full swing, the world of arts and culture kicked off one of its most celebrated events, The Edinburgh Fringe Festival. Brands are presented with a unique opportunity to engage diverse audiences on a global stage. This annual festival, known for its eclectic mix of performances and unrivalled vibrancy, has become a focal point for marketers seeking to elevate their brand presence in an increasingly competitive landscape.