Lumency

A sponsorship’s performance isn’t just shaped by how it activates—it’s often determined by how the deal itself is structured. When brand-side teams treat sponsorship deal architecture with the same level of discipline they bring to media, shopper, or agency relationships,

For many brands, sponsorship is the second-largest marketing investment after media. On average, 16% of brand marketing budgets go toward sponsorship rights and activation spend—yet this spend is often unmanaged and unmeasured.  Sponsorship is both emotional and messy.  Messy, because

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

𝗧𝗵𝗲 𝗚𝗹𝗼𝗯𝗮𝗹 𝗙𝗼𝗼𝘁𝗯𝗮𝗹𝗹 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆: 𝗔 𝗚𝗮𝗺𝗲 𝗼𝗳 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 The world’s most popular sport continues to evolve—driven by international investments, digital platforms, emerging markets, and the explosive rise of women’s football. Our latest industry report dives into the key trends shaping

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

We live in a time where consumer behavior is evolving rapidly. Economic pressures are forcing businesses to rethink how they stand out in an increasingly undifferentiated marketplace. And yet, amidst these challenges, there’s one truth we can’t ignore: the power