After 20 years in marketing, I’ve learned that success comes from measuring what matters. My latest blog shares how to calculate ROMI, focus on incremental revenue and move beyond vanity metrics to drive real growth. Grab the insights and spend smarter for your marketing. Link in comments please today.

On 6 Oct 2025, CeraVe announced a multiyear sponsorship with the NBA as its Official Skincare and Haircare Partner. The deal isn’t just logo placement: CeraVe plans activations in the NBA 2K video game, event activations at All‑Star and Jr. NBA clinics, and integration into social content via the league’s 90 million‑plus Instagram audience. Are you still sponsoring the usual brands or pioneering new category‑entry ways?

There has been “Watershed moment” for women’s rugby sponsorship after 2025 Women’s Rugby World Cup

The tournament capped off with a peak TV audience of 5.8 million in the UK, making the final between England’s Red Roses and Canada the most‑watched rugby match in the UK for the year.

R360: private rugby super-league pitches 2026 launch (and a culture war)
A new global franchise competition, R360, is targeting Oct 2026 with eight men’s teams and a women’s team in a 12-week, festival-style, city-hopping format (rugby + concerts). Backers tout $1m salaries for top players, a YouTube broadcast deal and centralised camps; unions in England and Australia signal bans for participants, warning of damage to existing pathways.

Tennis has become the unsung hero of sports media in 2025 — and the data proves why. Women now make up 58% of UK tennis audiences, driving record growth for broadcasters like Sky and TNT. For brands, this isn’t just a trend, it’s a sponsorship signal. Tennis offers year-round content, loyal female engagement, and storytelling potential that outperforms traditional male-dominated sports. The question is: are you ready to ride the wave, or risk being left behind?

Nike’s new five-year partnership with the Women’s Super League is more than a logo deal—it’s a game-changer for women’s football. By supplying free boots to every unsponsored player in the top two tiers, plus gloves for goalkeepers and match balls across the competitions, Nike has removed a major cost barrier while setting a new standard for sponsorship in sport. For too long, WSL players had to pay for their own kit—an invisible friction that undermined professionalism.

Most sports marketing partnerships flop because they’re built on tactics, not truth.

In this new blog, I break down why the smartest sponsorships don’t start with logo placements or influencer decks—they start with a Venn diagram. Three circles: the sponsor, the rights holder, and the fan. The magic? It’s in the middle.

If you want partnerships that actually matter—to fans, to brands, and to the future of sport—this one’s worth a read.

The Rugby Players Association (RPA) has partnered with First Five Marketing to launch a new webinar series supporting women’s rugby players in building personal brands and unlocking sponsorship opportunities. This game-changing initiative is designed to empower players with the tools and confidence to grow their platform, connect with fans, and drive long-term impact — both on and off the field.

60% of UK footballers go broke after retirement. Don’t be one of them. Learn how to manage wealth wisely!

Tired of brands controlling your image? Learn how UK athletes take back control of their sponsorships & endorsements. Get strategic & secure deals that fit your values.

Struggling to juggle training, competitions, and brand management? Learn how elite UK athletes manage their time effectively. Discover smart strategies for balancing success on and off the field!

In 2025, building a powerful personal brand is essential for athletes aiming to monetize their platforms and secure sponsorships. Discover how Athlete Personal Branding Services can help you grow your influence, attract brand deals, and create lasting revenue. With the right brand coach, stand out in a competitive market and transform your career beyond sports. Learn why branding matters more than ever!

Discover why a product is not the same as a brand and how understanding the difference is crucial for success. In this blog, we explore the key distinctions between product and brand, using real-life sports industry examples to show how powerful branding can elevate your offerings. Learn actionable strategies to build emotional connections, stay consistent, and deliver on brand promises, setting your business apart in the crowded marketplace.

Discover the ultimate guide to building an athlete personal brand from scratch. Learn step-by-step strategies to stand out, grow your community, attract sponsors, and turn your platform into a revenue-generating powerhouse. Whether you're an athlete or an agent, this actionable guide will help you navigate the personal branding journey with ease.

Unlock Your Potential: 10 Game-Changing Facts About Athlete Branding - Athletes and agents, are you leaving money on the table? Discover the untold truths about building a personal brand that stands out in today’s crowded sports market. From the power of niche audiences to the surprising value of engagement over followers, this guide dives deep into the strategies that elevate athletes from players to profitable brands. Whether you’re just starting or ready to refine your approach, these insights will help you attract sponsors, tell your story, and create lasting impact.

Discover 10 actionable strategies to boost sponsorship revenue for grassroots sports clubs! From leveraging community spaces to social media shoutouts, this guide offers creative, community-focused ideas to attract local sponsors and enhance funding. Perfect for club organisers looking to make a bigger impact with limited resources. Learn how to transform your club’s assets into valuable sponsorship opportunities and build stronger ties with your local businesses. Read the full blog on First Five Marketing and start unlocking new revenue for your grassroots club today!

Why Aren't Athletes Growing Their Personal Brands? Hint: It’s Not About Posting More"

Athletes today are stuck in a branding rut, chasing followers and likes with glossy highlight reels, expecting brand deals to fall from the sky. Here’s the truth they don’t want to hear: building a powerful personal brand isn’t about posting more—it’s about connecting deeper. If you’re an athlete, struggling to break through, it's time to face the hard questions: Who are you really creating content for? Are you genuinely connecting, or just adding to the noise?

In this blog, we rip apart the myths of athlete branding and lay out a clear path for building a brand that lasts. It’s not about the flash; it’s about the connection, clarity, and showing fans what really happens behind the scenes. Because if you’re just throwing up content and waiting for brand deals, you’re missing the point—and the opportunity

UK basketball is sitting on a goldmine of untapped potential—yet brands and stakeholders continue to overlook it. With its unique blend of culture, sport, and community, the sport is poised to explode, offering 24/7 engagement opportunities that other sports can’t match. But the window is closing fast.

In this blog, we’ll review Mukunda’s article and expand on the lessons by drawing parallels with two European sportswear brands, Reebok and Umbro, which followed similar paths of decline. These case studies highlight the critical importance of adapting to market changes, strategic leadership, and maintaining a balance between brand heritage and innovation.

UEFA Women’s Euro and the Rugby World Cup (Women) taking centre stage. These events offer a unique opportunity to drive fan engagement, increase sponsorship deals, and push for media coverage equality. Grassroots programmes, such as The FA's "Gameplan for Growth," are expected to bear fruit, feeding more talent into the professional ranks. As the push for equal pay and prize money gains momentum, 2025 is poised to be a landmark year for gender parity in professional sports. Are brands and broadcasters ready to fully embrace the potential of women's sports?