Aside from IP rights, data is the most valuable asset a property can provide a brand owner. Many brand owners underleverage it. Across brand owner organizations, marketers are grappling with a familiar set of pressures. Performance marketing efficiency has flattened. CRM health is weakening
Many brand-owners still manage sponsorship as if it were a transactional media buy. Rights and assets are negotiated, fees are paid, and activation flows from what was purchased. What is often missing is the level of business context and expectation setting
A global marketing leader told us recently that his brand was investing millions in a new sponsorship. When we asked how he planned to measure it, he paused and said, “I haven’t really thought about it.” That moment captures a
Sponsorship renewal discussions can move at two very different speeds. When a renewal is well-governed and initiated early, negotiations are more likely to be efficient, constructive, and predictable. When they’re not, both the sponsor and property can find themselves in a slow, reactive process that burns time and erodes
In today’s dynamic sponsorship landscape, brands often find themselves at a crossroads—struggling to align sponsorship investments with business objectives, measuring ROI effectively, or ensuring activations resonate with target audiences. Without a clear strategy, sponsorship decisions become fragmented, limiting the impact
Women’s sports are seeing unprecedented growth—with rising viewership, increased investment, and new professional leagues taking shape. Our latest industry report looks at what’s driving this momentum and what it means for the future of the sports landscape. Read and download
Fans and consumers may be the same individuals, but their roles, behaviors, and expectations are fundamentally different. When engaging with a property or rights holder, a consumer transforms into a fan, dramatically shifting their context and expectations. Recognizing these distinctions
Global Sponsorship Trends Webinar 2025 Audio Global Sponsorship Trends Webinar 2025 Video Global Sponsorship Trends Written Report 2025 Global Sponsorship Trends 2025 Report Executive Summary The sponsorship landscape is evolving rapidly, driven by shifts in consumer behavior, technological advancements, and
Sponsorship is often more complex than other forms of marketing, with a wide range of moving parts. From securing rights to valuation, scoping assets, negotiation, and finalizing agreements, sponsorship is a heavy lift. But it’s only once a sponsorship is
Let’s face it—sponsorship is messy. Few initiatives within your organization involve as many stakeholder groups: brand, sales, operations, trade teams, procurement, legal, corporate communications, the executive team, and others. Each of these groups can extract value from your sponsorship investments,
