SPONSORS
PARTNERS
Features
Sports Sponsorship in 2026: Ten trends set to shape the rest of the decade
Welcome to 2026. If the first half of the decade was defined by disruption, recovery and experimentation, the next phase of sports sponsorship looks set to be about consolidation, accountability and scale. The sector is no longer reacting to change;...
Eight ways to make your sponsorship more green
In recent years, sustainability has shifted from a nice-to-have to a core expectation in sponsorship. And at a time when many governments around the world are backtracking on environmental commitments, brands and rights holders play a leading role in...
Campaign Focus - Aston Villa fans’ belief stitched into the fabric of the club in new Xapo Bank campaign by Ear to the Ground.
Aston Villa and Xapo Bank, in partnership with Ear to the Ground, have launched a new campaign celebrating belief, resilience and the rewards of thinking long term. For the first time in the club’s history, supporters...
UKSA Intelligence 2025: What we’ve been exploring this year
As part of the UK Sponsorship Awards’ commitment to industry insight, we’ve published a wide range of thought-pieces throughout the year, tracking the trends shaping sponsorship across sport, arts, media and culture. Here’s a round-...
Joining The Fan Club: why sponsors can’t ignore the evolving debate about fandom
For as long as brands have sought cultural relevance, fandom has been one of the most powerful forces in the marketing universe. Fans fill stadiums, drive ratings, shape algorithms, build communities and, increasingly, influence commercial outcomes...
