Inside Sponsorship

Recently, there have been a fair few people who have gotten in touch to let us know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.

We’ve all seen some great examples of sponsorships adjusting, doing something different, and really creative activations this year because of COVID-19. A lot of those have been driven by ne...

Recently, there have been a fair few people who have gotten in touch to let me know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.

In a world where traditional reach and attention are diminishing, brands are looking for cut-through and engagement to drive relevance and ultimately accelerate their growth.

Through sponsorshi...

While the history & tradition of combat sport & mixing martial arts can be traced back almost 3,000 years The UFC started in 1993 with a goal to answer the question, “Which martial art is truly the most effective in combat?

In 2001, along came Dana White and his business partners who bought the struggling company for USD $2m.

Headquartered in Las Vegas, and with a network of employees around the world, UFC produces more tha...

The global sponsorship portfolio at UBS is rooted in culture and sport including contemporary Art, with Art Basel as the flagship property, and Motorsports, currently Team Partner of Mercedes AMG-Petronas Formula One team, in addition to regional platforms.  

Anneliese Mesilati oversees the UBS Arena naming rights agreement and the partnership with UBS Arena’s anchor tenant—the NHL’s New York Islanders. 

Additional programs include...

The Supercars Championship is a touring car racing category in Australia, running as an International Series under FIA regulations. The Supercars Championship holds races right across Australia and has often held one in New Zealand as well.

The vehicles used in the series are loosely based on road-going cars, obviously with modifications though.

Dick Johnson Racing is Australia's oldest motor racing team and is one of the competing...

We welcome Jessica Geymayr, Senior Manager, Corporate Partnership Marketing at Miami HEAT. 

Jessica's resume includes time and success at  Roc Nation, where she worked as a coordinator, Sports Brand Activation, the Denver Broncos, as a coordinator, Partnership Activation, at University of Miami, Miller School of Medicine, as Manager, Marketing Brand Activation, and now the Miami HEAT where she is Senior Manager, Corporate Partnersh...

The 49ers entered professional football in 1946 as a member of the All-America Football Conference. They were founded by lumber magnate Tony Morabito, who was one of the first to realize that with the advent of air travel, truly national professional sports leagues were possible. 

Indeed, the 49ers were the very first team in the four major North American sports to originate on the West Coast.

Today, the 49ers brand is instantly re...

Boasting an average attendance of over 20,000 per game, MLS has the third-highest average attendance of any sports league in the U.S., after the NFL and MLB, and is the seventh-highest attended professional soccer league worldwide. MLS currently has 28 teams which makes it the largest first-division professional soccer league in the world.

There is no doubt MLS is a powerful and attractive league. That’s why it wasn’t all that surp...

As a worldwide brand, with huge awareness, it is no surprise that Toyota leverages sponsorships as part of its marketing mix.

Toyota believes that mobility goes beyond cars and wants to support people in their efforts to get across town, across a room, and through life. Toyota also believes in the power of sport, and its ability to connect people with diverse backgrounds as they compete with mutual respect towards a common goal. Th...

When you think of the UEFA Champions League and sponsors, you think of Heineken. When you think of Formula 1 and sponsors, you probably think of Heineken as well.

Heineken could have reached those synonymous positions simply through longevity of logo slapping and the long association of sport and beer. We have all, however, seen the amazing activations Heineken executes.

Heineken is a huge company, with 25 million Heinekens served ...

We are very privileged to be able welcome such amazing guests onto this show and chat to them about their work. And, despite the ongoing challenges faced by the world, 2022 gave us another round of great guests and episodes full of excellent advice, insights, and experiences.

Now, as always, we've wrapped up the year and re-visited the 12 episodes of Inside Sponsorship from 2022. You might have seen on social media that, for each s...

It feels pretty redundant to note that there has been a lot of change in the world in recent times and, of course, those working in the sponsorship space know this only too well.

Included on that front is the employment market, a popular news topic at the moment. There are fewer people moving between countries, people returning home to their countries, and talk of the great resignation, silent quitting, and employment padding.

One ...

The sponsorship industry can be guilty, sometimes, of just rolling out the same old properties activated in the same old ways. We all cringe at the thought of logo slapping and chairman's choice sponsorships, yet it still happens.

Innovation is what can give a sponsorship a competitive advantage. Whether that is better awareness and positioning for brands versus their competitors, access to target audiences, better ROI/ROO, or whet...

As we know, sponsorship is one of the most effective means of marketing. 

In a US$60 billion industry (and growing) where brands spend tens to hundreds of millions of dollars on sponsorship, the ‘gut feel’ is still largely being used. As such, the biggest challenge marketers face is quantifying ROI.

It is a challenging situation and often traces back to disparate data sources, a lack of measurement framework, or even consistent KPI...

It is scary to think that it is only a few months until 2023 rolls around. For many, we already have an eye on 2023 and are deep in planning for a successful year.

However, what should you be considering and keeping top of mind when planning?

You could argue that there’s a lot of ‘noise’ within sport and entertainment sponsorship. It just gets busier and busier and there seem to be more and more platforms; whether they be social me...

On 29 July 1948, the day of the Opening Ceremony of the London 1948 Olympic Games, the first competition for wheelchair athletes, which was named the Stoke Mandeville Games, involved 16 injured servicemen and women who took part in archery.

Fast forward from its humble beginnings, and the Tokyo 2020 Paralympics in Japan featured 4403 athletes from 161 countries.

Ryan Neiswender was one of those athletes, winning a gold medal in whe...

Worldwide, Rugby Union boasts 500 million fans and 10 million players within 128 national member federations affiliated through six regional associations.

The driving force behind the sport’s significant growth has been World Rugby’s portfolio of major events, from the flagship men’s and women’s Rugby World Cups and U20 Championship to the excitement of the men’s and women’s Rugby World Cup Sevens and HSBC World Rugby Sevens Series...

One thing we have been thinking about, for some time, is creating a curated list of the host's personal favourite insights or pieces of advice from our guests.

We have always envisaged it to be a bit of an anchor or touchpoint for those of you with lots of sponsorship industry experience, in the sense that you can always revisit it and be validated or inspired again. Or, for those new to the industry, a condensed show of lots of gr...