Topical content mashed up with our longstanding interests : Olympic Partnership marketing, sponsorship effectiveness, impact and ESG, employee engagement, strategy, analytics and the psychology of sponsorship : sponsorship thought-leadership for the 2020s.

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The blogs proper

In episode #326 of Unofficial Partner we spoke with Daniel Lambert, COO of Bohemian FC and Harry McCann of sponsor Dublin Bus. Bohemian FC is a member owned club from the Phisborough area of Dublin famous for its uncompromising stance …

Commercial practice – and pressure – tend to frame fans as revenue opportunities. But even when commercialisation of a fanbase is written into the business plan, simply equating a fan to a customer will be counter-productive, because it simply doesn’t …

Looking for partners with shared values is a popular ambition these days, as rights-holders respond to increasingly values-conscious social audiences and the recognition that sustainability is less of a discretionary position. In episode #326 of Unofficial Partner we spoke with …

Perception change is an almost constant objective of sponsorship – and success relies on the ability to change our audiences’ feelings towards a brand. What does that mean in practice? In our post on the principles of sponsorship evaluation, we …

In Unofficial Partner podcast #314, Stuart talked extensively about Accor’s application of sponsorship across the marketing funnel and Paris 2024. This abridged version of the interview focuses on the core business use of sponsorship by Accor.  As usual, this edit …

Crypto. has been one of the biggest spenders in the sports sponsorship market over the last three years, putting its brand to properties including FIFA World Cup, F1 and the Aston Martin team, UFC, Australia Football League and the naming …

In our post of Jan 3, we explored the relevance of sponsorship to the concept of attentive reach.  But we also asked an unresolved question around the relationship between attention and emotional impact which we’re returning to here. In our …

The whole sponsorship thing feels very modern – but its roots go way back. We explored the roots and the close connections to philanthropy in an earlier post. So for now, we thought we’d simply tell a story, a brief …

Coca Cola and the Olympics is sport’s most enduring commercial relationship. But how does it work on the inside? How relevant is the Games to today’s Coke drinker? Is the Olympic TOP programme still fit for purpose? And how can …

One of the points made by ex Coke man James Williams, in his excellent interview for Unofficial Partner Episode #301 was to argue that the IOC should be more pro-active in setting a progressive  framework to enforce improvements in Olympic …

The inaugural Green Football Weekend took place over the first weekend of February 2023 and cemented its fixture on the UK football calendar. Over 80 clubs took part in the inaugural GFW, including all the EPL, an amazing feat in itself …

If you’re interested in the psychology of fandom, it’s worth taking a look at Eric Simons’ ‘The Secret Lives of Sports Fans‘. Simons is a journalist, author and diehard Cal Golden Bears fan who approaches the subject by trying to …