OPINION

Title Line

Diversity & Inclusion Are Not Optional

“To work in football, you need to know football.” “We’ve already addressed diversity; we have 30 per cent of women on our Board.” “We can’t purchase that, we’ve only ever sponsored cricket and polo in the last 50 years so let’s stick to that.” These are just a handful of the eye-rolling quotes I have […]

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The 5 Reasons Why I Wrote PINPOINT For You

I’ve just come off of a long book signing and presentation stint across Europe.  It was great fun; however, what consistently happened when I came off stage was that I was told by people that they didn’t want to read my book, but rather just hire me. Unlike most people on the speaking circuit, I […]

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The Callum Murray Interview – Jackie Fast

Jackie Fast recently left the UK-based Slingshot Sponsorship agency, having sold it to TMG. She’s just written a book on sponsorship, Pinpoint. She tells Sportcal Insight all she knows. Jackie Fast starts her interview with me with a bombshell: having finally departed late last year from Slingshot a year after selling it and seven years […]

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the strategy behind sport

The Strategy Behind Sport

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 […]

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stop disruption

Disruption? Stop it.

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 […]

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My Sponsorship Predictions 2017

My Sponsorship Predictions 2017

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 […]

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necker island

5 Things I Learned On Necker Island

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’ […]

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Keeping up momentum in sponsorship sales

Keeping up momentum in sponsorship sales is like watching the London Marathon on your sofa

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’ […]

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Creative in Context of Commercial

Creative in Context of Commercial

It’s that Cannes time of the year.  A time where the focus is on excellent creative – what makes it, how to harness it, and who is doing it best.  I am a huge fan of good creative.  As I’m not particularly creative myself, great concepts executed phenomenally really drives inspiration.  And who doesn’t want […]

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equality

Equality & Why It Matters

The issue around equality and diversity seems to be heating up.  Whilst I normally steer clear of these discussions, having recently attended a presentation at Canada House on diversity with the Ottawa Minister and later speaking on the ‘The Role of Business in Driving Towards Equality’ panel recently at the Salesforce World Tour – it’s clearly […]

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