Sponsorship Marketing News, Articles & Analysis

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A Tesco Clubcard ad till: a cashier smashes a Britain's Got Talent golden buzzer
February 24, 2025 by Ben Bold

Britain’s Got Talent unveils headline sponsor

Tesco Clubcard is celebrating 30 years of existence.

Louis Persent against a grey background, he looks face on into the camera
August 06, 2024 by Louis Persent

Ready, set, stop. Why Olympic campaign clichés need to end

Despite sport's growing creative influence, Olympians are often portrayed in outdated ways. The former professional 400m sprinter and founder of

A still of a cyclist with determined expression on their face competing at the Paralympics
July 16, 2024 by Ben Bold

Channel 4 to include subtitles on all Paralympics coverage ads

The move will include ads by Paralympics coverage sponsors Allianz and Toyota.

Three boxes of Kellogg's cereal, each promoting its football training camps for kids
April 26, 2024 by Ben Bold

Kellogg's partners EFL, Man City, Celtic and Rangers for free kids football camps

Wasserman created the campaign.

Arsenal's Buyako Saka holds up a signed football shirt
March 28, 2024 by Ben Bold

Persil sends Arsenal fan on hunt for Buyako Saka

Persil signed a two-year global sponsorship deal with Arsenal last year.

Declan Rice in new Nike England kit with blue and purple flag (©GettyImages)
March 26, 2024 by Jonny Aldrich

Brands can learn a lot from Nike’s reimagined St George’s Cross

The new England football kit, featuring Nike’s reinterpretation of the St George’s Cross, has been all the design world, and

Lexus car with tennis balls flowing out of it outside Sky Studios
February 08, 2024 by Beau Jackson

Lexus serves seven-figure sponsorship of Sky Sports’ new tennis channel

Sponsorship follows brand’s commitment to a multi-year partnership with the ATP Tour.

A graphic for M&C Saatchi Sport & Entertainment
January 17, 2024 by Ben Bold

M&C Saatchi Sport & Entertainment repositions as 'the passions agency'

Shift comes as agency celebrates 20 years and follows global CEO Steve Martin and UK CEO Jamie Wynne-Morgan resignations.

British Gas: a still from its 'Peak performance' TV ad, with an end shot of pairs of swimming trunks on a washing line
October 20, 2023 by Ben Bold

British Gas: 'People want positivity and humour in advertising'

±±¾©Èü³µpk10 spoke to marketing director Andy Freeman and The & Partnership creative directors Matt Moreland and Chris Clarke about British

Tom Daley vacuums his hall, dressed in trunks and a cropped jumper
October 17, 2023 by Ben Bold

British Gas: athletes in peak form for household chores in tongue-in-cheek TV spot

Ad follows brand partnership between utility giant and Team GB and ParalympicsGB.