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Features
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...
Naming rights enjoys a game-changing year
Naming rights is big business, with various estimates putting the size of the global market at $5-7 billion. With new stadia and venues being constructed all the time, the sector is predicted to double in value over the next decade.
Six ways rights holders can make themselves more appealing to sponsors
In today’s crowded sponsorship landscape, brands are more selective than ever. They’re not just looking for exposure - they’re looking for meaningful partnerships that deliver real value, audience connection, and brand...
UK Sponsorship Awards: Three Decades Celebrating Research and Effectiveness
Preparations are well under way for the UK Sponsorship Awards 2026, the 32nd edition of this long-running celebration of excellence. If past years are any guide, around 400 of the industry’s brightest and best will gather...
