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

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 …

#2  in our Sponsorship 101 series aims to give a broad base understanding of sponsorship rights. When you think about the enormous range of rights-holders out there, from airports to zoos, it’s easy enough to imagine the enormous range of …

Please read this if you’re interested in how sponsorship changes brand perception.. This post wraps up a number of loose ends – so goes on a bit, sorry. Following a recent podcast, Ian Thompson, a sponsorship measurement expert, scoffed in …

There’s probably no better time to talking about sponsorship and attentive reach than in the days after a World Cup Final. But first kudos and appreciation to Tim Cairns, who recently directed us to the term attentive reach – a …

Sponsorship Rocks Not that we spend all Christmas watching TV – far from it. But a post on broadcast sponsorship does still seem somehow more fitting at this time of the year. We used to see broadcast sponsorship mainly as …

The Psychology of Sponsorship #5 The 5th in our series of posts on the psychology of sponsorship looks at the role of emotion in sponsorship. All these posts have largely revolved around the momentous realisation over the laast 20 years …