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Women’s sport sponsorship continues to accelerate - even in a summer dominated by men's football
With the men’s FIFA World Cup commanding the sporting spotlight this summer, it would be easy to assume the conversation around women's sport has gone quiet. The reality is quite the opposite. Over the last two years, women’s sport has...
The new language of sponsorship PR: from logos to cultural disruption
The future of sponsorship PR will belong to brands that understand how to design for conversation, not just visibility. Effective campaigns will not simply borrow attention; they will create new stories, behaviours and public debates around it. In...
2026 FIFA World Cup - Part Three: Early activations
Even before the first whistle of the 2026 FIFA World Cup, brands are already defining how the tournament will be experienced. While some flagship campaigns are still to get into their stride, early activity shows a clear direction of travel:...
How MSQ and O2 turned the Red Roses into national icons
MSQ Sport + Entertainment’s work with O2 and England’s women’s rugby team was a big winner at the UK Sponsorship Awards 2026. Here we look what made the partnership stand out.
FIFA World Cup Focus - Part Two: Six trends that could shape the World Cup
The 2026 FIFA Men’s World Cup will be bigger than any tournament football has staged before. For the first time, the competition will span three host nations - the US, Canada and Mexico - while expanding to 48 teams and an unprecedented 104...
