Win at Sponsorship

Exclusivity becomes valuable when it’s intentionally designed for the brandSamsung transformed a medal ceremony into a global product showcaseThe best sponsorships don’t interrupt, they power moments Exclusive rights differentiate great contracts from good ones. Not...

Long-term sponsorship beats short-term pressure Creativity and consistency delivered £1bn in salesGuiness created the “Made of More” brand platform  Big, long and consistent campaigns win. But short-term pressure keeps pushing marketers to constantly change what...

AI is expected to generate up to 90% of content by the end of the year. Shorter, flatter and more artificial posts. Today, content saturation and market maturity are slowing down the growth of social platforms. Users want less fake content and more real, human...

AI is set to consolidate as a transversal technologyThe World Cup and the Premier League at the centre of the gameMore clubs, more properties and less attention available  2026 will be an intense year for sponsorship. Winter Olympics, FIFA World Cup, AI partnerships,...

Sponsorship risk doesn’t start at activation, it starts at signatureAFA and FC Barcelona show why reputation can outweigh revenueStrong due diligence is a strategic, not only legal, decision Terminating a sponsorship earlier is painful and expensive. Money, effort and...

Sponsors are already in execution modeHow Unilever plans to activate the World CupAt least 10,000 creators will be hired The World Cup year has arrived. Most sponsors have already defined how they will activate the event and how much they will invest. Agencies,...

AI chatbots are scaling fast and becoming platformsSponsorship is a new way for AI to stand out in sportSports properties gain a powerful new commercial category AI chatbots have quickly become indispensable for millions of users. Processing 2.5 billion prompts every...

Ideas are only the starting pointExecution defines effort, resources and resultsGreat projects are built in the process, not in the pitch For the final post of 2025, a reflection based on what I experienced this year. Ideas are overvalued. We tend to see projects as...

How health concerns have reshaped sponsorship in sportWhy social media platforms may face similar restrictionsThe role of sponsorship in protecting young audiences Society shapes sponsorship. Over the past decades, companies from the tobacco, alcohol and gambling...