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