A BUMPER YEAR PREDICTED FOR SPONSORSHIP AS FAN EVENTS MAKE A COMEBACK Investment into sport and brand sponsorships is set to make a big comeback in 2022, as brands realise the potential of sponsorships and their capability to outperform other tools in the marketing mix, particularly when it comes to keeping audiences engaged and connected […]

WATCH OUT FOR THE BOUNCER – WHEN IT COMES IT IS GOING TO BE PROLIFIC What would a business article be without a relatable sporting analogy? Particularly when we, as a sporting nation, so desperately crave a return to live sport and a sense of ‘normality’. In the world of cricket, the “bouncer” is the

ATHLETES TO INFLUENCERS: THE NEW COMPETITIVE PLAYING FIELD Professional athletes endorsing brands is not a new concept. For years the likes of Michael Jordan, Tiger Woods, and Cristiano Ronaldo have proudly donned the infamous Nike logo (amongst others) as part of high-value sponsorship deals, but the rise of social media and the absence of live

TRANSACTIONAL VS TRANSFORMATIONAL: THE SPONSORSHIP PARADIGM SHIFT IN POST-COVID ECONOMY There is no denying that the Covid-19 pandemic has irrevocably changed the proverbial playing field for several industries – and the sports and entertainment industry is no exception. With marketing budgets having been significantly reduced in most instances, the absence of live events and severe

THE FUTURE OF WOMEN’S SPORT SPONSORSHIP “Not bad for a girl…” Possibly the phrase that female professional athletes dread most and an accurate indication of all that is wrong when it comes to the sponsorship landscape within women’s sports. Women’s sport has been perceived as inferior based on a biased measurement against how fast they