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

British Cycling and Shell’s announcement of their eight year sponsorship hasn’t landed well.  According to the PR, British Cycling and Shell will share a commitment to ‘supporting Great Britain’s cyclists and para-cyclists through the sharing of world-class innovation and expertise; …

2022 was heralded as the year of action in our collective journey to net zero. Enough talking, time for action. And it’s true that we’re beginning to see larger actions from governments and corporates than in previous years, such as …

About a month ago, we came across what is truly a straightforward masterclass in B2B sponsorship. The podcast, Renegade Marketers Unite, is highly recommended – energetically hosted by  Drew Neisser. The interviewee is Cognizant CMO Gaurav Chand. Gaurav talks fluently, copiously …

So, just to dispense with the pun, this isn’t about netting zero revenue. Net zero for sponsorship is a fairly simple ambition to describe for rightsholders: no sponsors who are major polluters, zero pollution through activation and ideally, positive environmental …

Allen Herschowitz, founder and president of the Green Sports Alliance, was early in identifying the potential of sport to play a leading role in addressing climate change. The ambition conjures up the image of fans across the world adopting more …

Marketing Procurement continues to move beyond cost savings and avoidance, to adding value to internal clients. According to WBR Insights 2018, priority KPIs were improvements in marketing ROI, agency performance, brand consistency and innovation ahead of cost savings.  Meanwhile, while …

There’s no substitute for doing sponsorship strategy properly – and our post Eight steps to great sponsorship strategy is about the best online guide there is. But as sponsorship consultants, we know there are a few hacks that take you …

The Psychology of Sponsorship #4 The 4th post in our series on the psychology of sponsorship looks at sponsorship strategy and brand fit – and specifically to answer four questions. What is brand fit? How is congruence relevant to sponsorship …

The Psychology of Sponsorship #3 The third post in our theme of the Psychology of Sponsorship explores how sponsorship narrative can be strengthened by understanding the nature of psychological attribution.   Simon Sinek’s ‘Why?’ framing of business purpose reminds us …

This is the first of Sponsorship 101  – a series of posts intended to provide an excellent foundation for anyone interested in, or starting off in sponsorship. We’re all exposed to sponsorship, pretty much every day of the year, but …

We ran a Google search : sponsorship evaluation the other day – to see what’s new. How brands evaluate is fascinating and in a sea of sameness there is some stand-out practice – it also reflects trends in technology and …

Evaluation drives analysis and reflection - which drives improvement

Here are our five principles of sponsorship evaluation –  the product of over 20 years of client work. Businesses offer many weak excuses for not conducting sponsorship evaluation, but perhaps the most annoying is the belief that proper evaluation’s impossible …