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Sports teams are built and developed – crafted over years of training, coaching, and trading.  Ironically the same strategic perspective is not invested off the pitch.  Although sport sponsorship is responsible for over 70% of the total industry, it still lacks the necessary expertise to execute a sustainable and robust rights holder commercial strategy.  With so much sponsor churn, the …

hose who know me well know that I am easily swayed out of the office with the promise of good wine and sponsorship chat.  Not only am I geeky like that (I could quite literally talk about sponsorship for days), I think it’s a crucial part of working in an industry that is shifting so quickly – you really need …

I predict a big year for sponsorship. It’s been steadily gaining a bigger seat at the big boy table, but this year I anticipate it will accelerate at great speed. We have seen big brands slowly start to pull away from badging and into more integrated experiential campaigns – lead by partnerships, whether in a traditional rights holder/sponsor sense or …

If like me, you spent Sunday morning and much of the afternoon sat on the sofa with leftover pizza and a chocolate bar saying to yourself (for the fourth year in a row), “this is going to be the year I do the London Marathon” then you know exactly how influential ‘being in the moment’ is for making decisions.  If …

If like me, you spent Sunday morning and much of the afternoon sat on the sofa with leftover pizza and a chocolate bar saying to yourself (for the fourth year in a row), “this is going to be the year I do the London Marathon” then you know exactly how influential ‘being in the moment’ is for making decisions. If …