Sponsorship News, Insight & Intelligence

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eBay UK have confirmed their return as headline sponsor for ITV’s Love Island Season 11 which started this week. It marks eBay’s fifth consecutive season in partnership with ITV.


Subaru (UK) Ltd partners with English Heritage around their Legendary Summer Events season.


British Cycling, has agreed a “landmark” multi-million pound title sponsorship deal with Lloyds Bank that will help secure the future of the relaunched Tour of Britain events.


AIB are announced as sponsor of Portrait Prize and Young Portrait Prize at National Gallery of Ireland.


‘BookTok Bookshelves’ to launch in cities around the UK. Find Out More


National Theatre announce the renewal of our longstanding partnership with American Express


UEFA Women’s EURO 2025, has secured the backing of global insurer AXA. The sponsorship marks AXA’s deepening commitment to supporting women’s football.


Four Loko sponsors Parklife, Manchester, TRNSMT, Glasgow & Leeds Festivals. Red Star Brands is investing £1.5m in activation to drive core and category visibility. Elsewhere in music sponsorship, JD Sports is stepping up its efforts to target Gen Z and tap into youth culture as it sponsors Reading, Leeds and Longitude festivals.


Red Bull has bought a minority stake in English second-tier soccer club Leeds United and will become their principal shirt sponsor next season.


Tesco is ramping up its activities to support the LGBTQ+ community and will back 20 Pride events across the country this year. Find Out More

Upcoming Training Workshops:

"Building a Partnership Culture" - 25th June

This workshop recognises the challenges that many buyers and sellers of sponsorship face in getting internal buy in and support for their sponsorship opportunities and ideas. This hands-on workshop offers ideas and techniques for building a positive partnership culture, managing expectations whilst demonstrating opportunity, and creating a collaborative delivery framework.


"Priced to Perfection" - 10th July

If you want to establish a best-practice technique for valuing and pricing your sponsorship inventory then this workshop is the one for you! Across this 3 hour interactive session, we'll review how and when to apply different pricing techniques, deep dive into the audit technique and consider robust strategies for negotiating assets and inventory. 


Places fill up quickly - Find Out More


We also offer in-house training sessions, online classroom training, or On-Demand webinars. Click Here for more information

People & Agency News


Lydia Brightling-Reed has started a new position as Head of Trusts & Corporates, English National Ballet.


Matt Stevenson has started up a new sponsorship company called 1986.


WeAreFearless have teamed up with TeamViewer to create SheSportTech, a platform where women can receive mentorship, financial support and inspiration for a career in sports tech. Find Out More


Louise Page starts a new position as Marketing Lead - Sponsorship at Mondelēz International


Insight & Intelligence


Japanese carmaker Toyota set to end massive Olympic sponsorship deal. Find Out More


Edinburgh International Book Festival have announced that the Festival’s 20-year partnership with main sponsor, the investment manager Baillie Gifford, has been ended by mutual consent. Find Out More


The European Sponsorship Association (“ESA”) announced the creation of ESA Ireland at its Annual Irish Event held at the ODEON Point Square in Dublin’s North Docks last week.


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