The Sponsorship Blog
Expert advice on sponsorship strategy, proposal assessment, and attracting the right partners.
Redefining Sponsorship Value: Introducing the Sponsorship Opportunity Index
We've created the Sponsorship Opportunity Index to provide a more meaningful way to assess the business value of a sponsorship deal.
Powerade Win World Cup By Owning a Moment
Powerade's FIFA World Cup hydration breaks are a masterclass in sponsorship relevance. The activation has successfully linked hydration and sports drinks in consumers' minds, raising questions about whether fan backlash matters more than long-term brand ownership.
Monzo Drive Business Returns By Engaging Coventry City Fans
Discover how Monzo and Coventry City created one of football's most successful sponsorship partnerships. Winner of the Football Business Awards
From Impressions to Goosebumps: Where Is All The Creative Sponsorship Activation?
Every week brings another partnership announcement, but rarely a reason to care about it.My LinkedIn feed is frequently full of shiny new deals and pa...
It's Time To Understand How Sponsorship Really Works
If we want sponsorship to be taken seriously as a marketing discipline, we have a responsibility, even a duty, to understand how it actually works.
Awareness Isn’t Enough: Understanding Mental Availability
Why awareness isn't enough, why the sponsorship industry needs to wake up to Mental Availability and how brands grow.
Brand Fit vs Strategic Alignment
In sponsorship, few ideas get repeated as often or as uncritically as brand fit. Rights holders talk about it. Agencies build entire decks around it. Brands insist they’re looking for it. But how important is it for an effective strategy?
The Sponsorship Gamble. The Premier League Shake-Up
The Premier League is on the brink of one of the most significant commercial shifts in its modern history: the removal of gambling companies from front-of-shirt sponsorship deals.
How Paddy Power’s PDC Darts Sponsorship Hits the Bullseye
How Paddy Power's PDC Darts Sponsorship Hits the Bullseye by going beyond badging.
How To Write A Sponsorship Strategy (Best Practice Guide)
Learn how to write a sponsorship strategy that delivers real business impact. Avoid common mistakes and follow a proven, modern framework.
Understanding The Types of Sponsorship
In this article, we break down the different sponsorship models and highlight the various types of sponsorship solutions available to a brand.
Why Do Brands Sponsor?
Why do brands sponsor? In this article, Mark Knight outlines ten ways sponsorship can support a brand and explains how your stage of brand evolution shapes the role sponsorship can play.
Arsenal Why 'No More Red' Scored Own Goals
Mark Knight examines the Arsenal, No More Red Campaign and explains why a great idea was let down by poor execution.
Taking Brands Into Culture
Mark Knight challenges the assertion that sponsorship and marketing agencies are taking brands into culture.
Start With Problems Before Racing To Sponsorship Platforms
Mark Knight believes an effective sponsorship strategy considers problems before choosing sponsorship platforms, which is why he created The Impact Explorer database
Why Sponsorship Passion Points Miss The Point
Mark Knight critically examines the value of 'passion points' in the sponsorship strategy development process.
What Is Sponsorship?
What Is Sponsorship? Mark Knight provides a working definition of sponsorship to help you plan more effectively.
How To Evaluate Sponsorship Opportunities.
How to evaluate (assess) a sponsorship opportunity to understand the relevance and value to your business.