The Sponsor

New research from the British Arts Festivals Association (BAFA) highlights that the UK arts sector is reaching a critical tipping point. For a sector heavily reliant on corporate sponsorship, the relationship between brands and the arts has become increasingly fraught. The irony is undeniable: without corporate sponsors, many of these much-loved cultural events would simply cease to exist. Corporate art sponsors have often found themselves at the receiving end of public backlash. High-profile cases involving long-serving sponsors like Baillie Gifford and BMW demonstrate the risks brands face, even when their track records within their industries are among the most progressive. In our latest article, The Sponsor explores whether there is still a compelling business case for corporate sponsorship of the arts, despite these challenges. We hear from leading brands and examine how the arts and business can work together to create meaningful, mutually beneficial partnerships. Read the full article and follow The Sponsor for more insights and practical sponsorship tips. #ArtSponsorship #CorporatePartnerships #SaveTheArts #SponsorshipStrategy #CulturalHeritage #ArtAndBusiness #BrandImpact #BAFA #ArtsFunding #art #sponsorships #brandpartnerships #Festivals https://lnkd.in/eJvxcADq

Nestlé’s new CEO, Laurent Freixe, is making waves with a bold sponsorship strategy, steering KitKat away from its warm, comforting roots—embodied by the iconic "Have a Break" tagline—and into the high-speed thrills of Formula 1. This move is aimed squarely at appealing to younger audiences and aligning the brand with a global, high-energy platform. The sponsorship is part of Nestlé’s broader strategy to shift from regionalised marketing to a unified, global approach. And it’s hard to argue with the logic—few tools are as powerful as a global sponsorship to deliver a consistent message across markets. But is Formula 1 the right partner for KitKat’s approachable, everyday charm? Can the brand balance its relaxed identity with the intensity and exclusivity of motorsport? It’s a bold move that can potentially modernise KitKat’s appeal globally, but it also carries the risk of not resonating with its loyal audience. What’s your take on this partnership? Is it a smart move for KitKat, or does it feel off-brand? #kitkat #formula1 #F1 #Nestle #Motorsports #sponsorship #brandpartnership #F1sponsorship #marketing #globalcampaigns #branding #reputationmanagement #thesponsor https://lnkd.in/eCzrUrsC

In sponsorships, where big personalities, media exposure, and brand reputations are on the line, it’s essential to consider all the possible scenarios that could arise. In our latest article, Rob Powell, Senior Associate at Bristows LLP shares his expert insights on the often-overlooked issues that can arise in sponsorship contracts—and how sponsors can proactively structure agreements to minimise risk. From missed or undelivered rights to changes in talent and delivery failures, this article delves into the key areas that every sponsor should be aware of, including: Change of control Lack of commitment Reputational issues And more… If your brand is exploring new sponsorships or renewing an existing deal, don’t miss these valuable insights to safeguard your partnerships and reputation. Read the full article now, and follow The Sponsor for more expert tips and practical sponsorship advice. #Sponsorship #BrandPartnerships #SponsorshipContracts #ReputationalRisk #Marketing #SportsLaw #PartnershipInsights #BrandReputation #Brand #legal https://lnkd.in/e_RZXggc

Rory Natkiel from Sid Lee reveals how brands can forge deeper connections with female audiences. Research conducted by Sid Lee and Appinio shows that women are more likely to follow individual athletes than teams, offering brands a unique opportunity to engage female fans on a more personal level. By aligning with the right athletes, brands can build meaningful connections, contribute to the growth of women’s sports, and create lasting brand loyalty with female audiences. Follow The Sponsor for more practical sponsorship tips and expert insights... #Sponsorship #WomenInSport #SidLee #Appinio #RoryNatkiel #BrandStrategy #FemaleFans #SportsMarketing #brandpartnerships #Brandambassador #influencermarketing #influencers https://lnkd.in/et2QJDfs

Sponsorship isn’t just about boosting brand awareness—it’s a powerful tool for deepening relationships with your existing customers. By aligning your brand with the right events, causes, and experiences, you can foster loyalty in ways that traditional marketing can’t. From creating personal connections and offering exclusive experiences to showcasing your brand values in action, sponsorship builds loyalty that lasts. In this latest article we take a look at the many different ways sponsorship helps strengthen your relationship with customers and key clients. Follow The Sponsor for more practical sponsorship tips and expert insights... #sponsorship #brandloyalty #keyclients #marketing #partnerships #clientretention #brandvalues #brandreputation #brandassociation #marketingstrategy #customerretention #churn https://lnkd.in/eUUQwzmS

Metro Bank (UK) has made incredible progress in growing women’s cricket and creating more opportunities for girls at every level of the sport. In an exclusive interview with The Sponsor , the bank's Brand and Marketing Director Danielle Lee, shares insights into their role as the England & Wales Cricket Board (ECB)'s first-ever Champion Partner of Women’s and Girls’ Cricket. The article explores how Metro Bank's sponsorship is driving real and positive impact in communities across the country. Here are just some of the great initiatives they’ve achieved in the past 12 months and their plans for the future: - Launched the Metro Bank Girls in Cricket Fund. - Commissioned Women in Sport to research the biggest barriers to girls’ involvement in cricket (lack of coaches) and created a plan to address them. - Set an ambitious target to triple the number of girls' cricket teams by 2026. - Promoted female-owned businesses through their local cricket clubs. - Created new content highlighting brilliant role models within England Women's Cricket. In this article, Danielle shares detailed information covering Metro Bank's sponsorship activation as well as her top learnings and practical advice. Follow The Sponsor for more sponsorship tips and expert insights. #cricket #sponsorship #brandpartnership #socialcontribution #forceforgood #womenssport #womeninsport #grassroots #girlscricket #branding #marketing #ECB #EnglandCricket #EnglandWomen #sportssponsorship #sportsmarketing https://lnkd.in/exppTd55

Cristiano Ronaldo’s YouTube channel has amassed over 60 million subscribers in just three weeks, transforming it from a social media platform to a global broadcasting powerhouse. 📺 At The Sponsor, we’ve been tracking the trend of athletes taking greater control of their personal brands, and it’s clear that this shift is a game-changer for brand sponsors. With highly engaged, worldwide audiences and the ability to deliver unique, consistent content, this represents a massive opportunity for brands to evolve beyond the traditional ambassador model. We sat down with Steve Martin, Founding Partner at MSQ Sport + Entertainment, to explore how brands can effectively tap into this space. Steve shared plenty of practical tips and actionable insights on what brands should consider when entering this new landscape. For any brand looking to make an impact through influencer partnerships, this article is a must-read. Click the link below to dive into the full story! #YouTube #Ronaldo #BrandAmbassador #influencer #socialmedia #content #sponsorship #brandsponsorship #athletes #personalbrand #marketing #partnership https://lnkd.in/eeNcdS8C

For brands without a history in sponsorship, jumping into the space can feel overwhelming. How can you authentically present yourself as a passionate supporter of an event or sport you’ve never engaged with? In our latest article, we explore two common approaches to sponsorship: Jumping in headfirst – ideal for brands seeking immediate exposure but with potential challenges around authenticity. Building gradually – a measured approach that fosters credibility but requires patience. Whichever path you choose, one thing remains clear: strategic, long-term planning is key to success. Sponsorship is more than a short-term gain; it’s about building authentic audience connections that evolve and grow with your brand. Read the full article on The Sponsor and learn how to find the right sponsorship strategy for your brand. #sponsorshipstrategy #brandstrategy #partnerships #marketing #longevity #marketingplan #sponsorship #autheticity #fanengagement #employeeengagement https://lnkd.in/ekYqiyVi

Santander’s Formula 1 switch demonstrates how a well-timed change can breathe new life into a sponsorship strategy. Typically, the longer a partnership, the more deep-rooted brand associations become. However, there are always risks that long-term partnerships can go stale, especially if they rely solely on brand exposure resulting from logo placement. In this article from The Sponsor , we take a look at the implications of Santander’s rumoured sponsorship switch. Follow The Sponsor for more practical sponsorship tips and expert insights. https://lnkd.in/e9vkUJFs

In a competitive tender process, the Belgian Pro League has selected Shikenso Analytics to optimise brand exposure and media value tacking across the league’s 29 clubs and their brand partners. This decision is particularly noteworthy as it ends a decade-long relationship with Nielsen, a longstanding provider of such services to the league. The move signals Shikenso’s growing influence and ambition to challenge established players in the broader sports industry. Shikenso’s CEO, Tarik Amhamdi, expressed his excitement about the new partnership, stating, “We are thrilled to partner with the Jupiler Pro League. This is a wonderful opportunity to demonstrate how we can help partners maximise sponsor values through fast and precise data.” Follow The Sponsor for more practical sponsorship tips, insights and news. #brandtracking #mediavalue #mve #belgianproleague #shinkensoanalytics #sportstech #sponsorship #sponsorshipnews #roi #sponsorshipmeasurement #sponsorshipevaluation https://lnkd.in/erkDa75d