Yesterday, Manchester City and the Premier League drew a line under their long-running dispute over Associated Party Transaction (APT) rules. The two sides confirmed a settlement, with City accepting that the rules governing fair market value (FMV) sponsorship deals with related parties are valid and binding. It ends a costly legal battle, but the significance […] The post Manchester City settlement highlights importance of fair market value in sponsorship appeared first on The Sponsor.| The Sponsor
When Evian first entered tennis in 1989, the French mineral water brand was not a household name in sport. Over the following decades, through long-term partnerships with Wimbledon, the US Open, and ambassadors such as Maria Sharapova, Evian didn’t just sponsor tennis, it became synonymous with it. Today, their brand equity in the sport is […] The post The risks and rewards of a diversified sponsorship portfolio appeared first on The Sponsor.| The Sponsor
With 178 days until the Winter Olympic flame is lit at Milan’s San Siro, Milano Cortina 2026 has confirmed 52 commercial partnerships: 40 national sponsors across four tiers, 11 global Olympic and Paralympic partners, and its official hospitality provider. It marks a substantial increase on earlier in the cycle, particularly in mid-tier domestic sponsorships. So, […] The post 178 days to go: Inside Milano Cortina’s measured sponsorship push appeared first on The Sponsor.| The Sponsor
The England and Wales Cricket Board’s (ECB) recent £520 million capital injection into The Hundred, via partial and full sales of all eight franchises, has redefined the tournament’s commercial trajectory. With ownership now including global sporting heavyweights such as the Ambani family (Mumbai Indians), Sun Group (Sunrisers Hyderabad), and RPSG Group (Lucknow Super Giants), this […] The post £520m boost sparks sponsorship buzz for The Hundred in 2026 appeared first on The Sponsor.| The Sponsor
Guinness’s recent surge into club football, with new deals expected in quick succession with Arsenal and Newcastle United, follows their 2024 appointment as the Official Beer Sponsor of the Premier League. These aren’t isolated moments of opportunism, but part of a much broader, deliberate brand strategy. What we’re witnessing is Guinness using football as a […] The post Why am I seeing Guinness everywhere in football? appeared first on The Sponsor.| The Sponsor
When Axi, the global online trading platform, partnered with Manchester City in 2020, the objective was clear: build awareness in new territories, strengthen trust in existing markets, and deliver unique value to clients and partners. Five years later, the partnership has become central to the brand’s marketing strategy, generating standout content, premium experiences, and measurable […] The post Axi’s Hannah Hill on Manchester City, brand ambassadors and ROI appeared first on The Spon...| The Sponsor