SPONSORS
PARTNERS
Features
Making an inherited sponsorship your own
Visa’s return to Rugby World Cup as Principal Partner puts it in the unusual position of replacing its fiercest rival at a property it once sponsored itself. But what must an incoming partner do to displace the associations built by its...
What Changed in a Year? The case for entering UKSA’s Rights Holder Award
A major new sponsorship makes headlines. But the work that made the deal possible rarely does. Behind a successful partnership may be months spent understanding an audience, reorganising commercial rights, developing new events or finding better ways...
The art of standing out
London offers brands an extraordinary concentration of cultural opportunities. But for arts organisations seeking commercial investment, reputation alone may no longer be enough. The strongest partnerships give sponsors a useful role and audiences a...
Global data: Young people will listen to sponsors but some categories still need to play the long game
Are young people today impervious to sponsorship? That’s a question we asked as part of our global research project on the next generation of sports fans this year. This week's feature is written by Charlie Dundas, co-founder of...
The art of being local
Arts sponsorship is often viewed through the prism of London’s venerable cultural institutions. But across the UK, businesses large and small are backing galleries, venues, festivals and public art. At its most ambitious, that...
