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⚽ Industry Spotlight on Football: Unlocking Opportunities in the Beautiful Game ⚽ The world’s most popular sport continues to evolve—driven by international investments, digital platforms, emerging markets, and the explosive rise of women’s football. Our latest industry report dives into the key trends shaping the global football landscape, unlocking insights for brands looking to maximize their impact through sponsorship and strategic partnerships. From the dominance of Europe's top leagues to the growing influence of North America, the Middle East, and digital fan engagement, football presents unparalleled opportunities for brands. Is your brand ready to play? Read the full report below: #SponsorshipMarketing #FootballIndustry #BrandStrategy #SportsBusiness

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands

Sponsorship is often more complex than other forms of marketing, with a wide range of moving parts. From securing rights to valuation, scoping assets, negotiation, and finalizing agreements, sponsorship is a heavy lift. But it’s only once a sponsorship is secured, whether new or renewing, that the real work begins. To learn more about the hidden complexities of sponsorship, check out the article linked below! https://lnkd.in/gVfSV5NM

Fans and consumers may be the same person—but their mindset, motivations, and behaviors are entirely different. ⚡️ In sponsorship, fans are more than just buyers; they’re emotional shareholders in the properties they love. Understanding this distinction is key to unlocking deeper engagement, loyalty, and advocacy. We break down the five ways fans and consumers differ—and why it matters for brands investing in sponsorship. Would love to hear your thoughts—how do you see this distinction playing out in your sponsorship strategy?

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands

Artificial Intelligence (AI) will be the fastest growing sponsorship category in 2025, according to a survey published by Sports Business Journal. Rather than native AI-brands entering the landscape, the trend is being pushed by established technology brands increasing sponsorship investments to showcase AI’s role in their ecosystems. Lenovo’s recent partner agreement with FIFA is estimated to be worth $230M in total, and both Lenovo and FIFA made it clear that AI was central to the deal. For sponsors, AI offers a compelling value proposition—one of innovation, efficiency, and transformation. From enhancing fan engagement to powering smarter business solutions, AI-driven sponsorships provide a platform to showcase real-world applications in both professional and personal contexts. The challenge, however, lies in translating AI’s potential into tangible value for rights holders, brands, and audiences. In the race to buy into AI category rights, brands are acting first and planning how they leverage the AI category later—often to secure category exclusivity or block competitors. But securing a foothold is just the starting point. True success will come from integrating AI in ways that enhance experiences, drive measurable impact, and align with strategic business objectives. As the landscape matures, the real differentiator won’t be who enters the AI sponsorship space first, but who leverages AI most effectively to redefine engagement and deliver lasting brand impact.

The National Women's Soccer League (NWSL) has long been the premier destination for top women’s soccer talent, but a recent wave of high-profile transfers to Europe suggests the balance may be shifting. USWNT star Naomi Girma’s record-breaking move to Chelsea Football Club, alongside Kerolin (Manchester City Football Club City), Jenna Nighswonger (Arsenal F.C), and Crystal Dunn (Paris Saint-Germain), signals a growing trend. And with Chelsea and Arsenal reportedly eyeing Trinity Rodman, this movement may be far from over. Why the shift? While the NWSL offers top-tier facilities, rising investment, and strong player protections under its CBA, European leagues have one major advantage: no salary cap. With increased media rights deals and sponsorship growth, leagues like the Women's Super League are gaining financial power, making them more attractive to elite players. For brands, this new reality presents both a challenge and an opportunity. Women’s soccer fans uniquely engage with individual athletes, meaning sponsorship strategies may need to evolve. Could global endorsements become the new frontier for brands looking to connect with fans across multiple markets? And for the NWSL, is this a temporary recalibration—or the start of a more permanent talent drain? https://lnkd.in/gyA5DnWf  

The marketing landscape is evolving rapidly, and the future will be dominated by smaller, more agile marketing teams within large brand owner organizations. As the traditional 500-person marketing organization becomes less common, marketers who adapt to rapid change will secure their relevance and job security. To learn more about how you can be a future-ready brand-side marketer, check out the article linked below! https://lnkd.in/gT3H9CBW

Key insights on what marketing professionals can expect in 2025 from some of the industry's top minds - including our very own Ian Malcolm #brands #marketing WFA David Jones Ali Hanan Ruben Schreurs Matt Wardle Ozlem Senturk Ryan Kangisser Jamie Barnard Thor Olof P.

In any endeavor, getting the language, the vernacular and the acronyms down is half the battle to getting to understanding. Sponsorship is no different. We first published our Sponsorship Glossary in 2010. With updates since, clients and industry friends find it helpful as a reference for colleagues who may be new to the craft. #Sponsorship #Brands