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
In a sports marketing first, Dove Advanced Care Antiperspirant will take the court at the 2025 US Open as the tournament’s Official Underarm Sponsor. Yep, you read that right. But beyond the headline-grabbing novelty of the sponsorship is a calculated brand play that links Dove’s long-running “Real Beauty” platform with one of the most visible […] The post Have Dove made the strangest sponsorship story of the year? 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