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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...
The enduring power of FIFA World Cup sponsorship - Part One
For all the changes that have transformed modern marketing, some things remain constant. Every four years, the FIFA World Cup demonstrates a truth that brands continue to find difficult to replicate elsewhere: when audiences care deeply enough about...
What makes an UKSA award-winning entry in 2026/27? Practical tips for outstanding sponsorships
Each year, the UK Sponsorship Awards (UKSA) highlights the most effective and imaginative partnerships in the market. Looking across the 2026 entries, a pattern emerges: winning work is not defined by visibility alone. The strongest cases demonstrate...
