ClearScore has re-entered the world of football sponsorship with a major new partnership spanning both the Emirates FA Cup and Adobe Women’s FA Cup, marking the most significant marketing investment in the company’s history. For a business built on financial empowerment, the move signals more than brand visibility, it’s about using football’s reach to drive […] The post EXCLUSIVE: ClearScore CEO Justin Basini on football, financial well-being and the company’s biggest sponsorship ...| The Sponsor
Is it better to spread your investment across multiple teams or pour all your resources into one perfectly aligned partner? The post What Spotify’s Barcelona takeover tells us about budget allocation appeared first on The Sponsor.| The Sponsor
New sponsors often fall into the trap of believing that bigger automatically means better. The instinct is to partner with the most recognisable team or event the budget allows, to buy into scale, prestige, and visibility. But in sponsorship, size does not equal success. Big-name rights holders deliver reach and enhanced stature, but they rarely […] The post Big sponsor or small sponsor? Why smart brands back agencies, not assets appeared first on The Sponsor.| The Sponsor
For decades, media value has been the go-to measurement for the sponsorship industry. The rise of AI-driven logo capture technology has only reinforced this reliance, delivering increasingly precise counts of how long and how often a brand is visible. Within its own boundaries, media value remains an excellent tool for benchmarking one sponsorship against another […] The post Media value vs market value: How to correctly price sponsorship appeared first on The Sponsor.| The Sponsor
Jim Beam has signed a multi-year deal as the Official Spirits Partner of the new Cadillac F1 team, joining Tommy Hilfiger in the first wave of partners ahead of the team’s 2026 debut. The announcement underlines a very American identity that will be on full display at Miami, Austin and Las Vegas. In sponsorship, you […] The post Cadillac’s new Jim Beam partnership shows the power of nation branding in Formula 1 appeared first on The Sponsor.| The Sponsor
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
McLaren Racing has secured the biggest commercial deal in its history, announcing Mastercard as the official naming partner of the team from 2026 in a partnership believed to be worth around $100 million per season, according to The Athletic. From next year, the team will be known as the McLaren Mastercard Formula 1 Team, marking […] The post McLaren’s $100m Mastercard deal shows the power of brand value appeared first on The Sponsor.| The Sponsor
Gambling sponsorship in sport is diverging fast. Some markets are tightening, sometimes abruptly. Others are opening up and driving record spend. The result is not one global trend but two competing realities that will reshape rights fees and deals over the next 12 to 24 months. India and Europe are tightening India just fired the […] The post Global gambling sponsorship review: Crackdowns in India and Europe, an arms race in North America appeared first on The Sponsor.| The Sponsor
When Carlos Alcaraz was asked at the Cincinnati Open to cover the logo on his Evian water bottle, he refused. The umpire insisted because Aquafina is the tournament’s official water partner. On the surface, it was a throwaway exchange, but beneath it lies one of sponsorship’s biggest questions. How much does sponsorship exclusivity really matter? […] The post Sponsorship exclusivity: Nice to have or a must have? appeared first on The Sponsor.| The Sponsor