In sport, the word partnership is used constantly — but most are simply sponsorship transactions. One side pays for exposure, the other delivers assets. Real partnerships work differently. They share risk, resource, and reward. Both sides contribute something meaningful, both have something to lose if it fails, and both benefit if it succeeds. By asking three simple questions - what risk is shared, what resource each side brings, and how reward is structured - brands, athletes, and sports organisations can distinguish a transactional deal from a genuine strategic partnership.

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.

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?

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.

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.

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?

Discover the strategic advantages of sports marketing contracts over influencer marketing. Learn how specific contractual elements drive brand success through athlete partnerships.

Discover the profound impact of Name, Image, and Likeness (NIL) rights on college sports, highlighting financial benefits, challenges, and future prospects for athletes in the US and UK.

Discover why long-term investment in athlete branding is crucial for sports brands. Learn how comprehensive support programs like On’s 360 Athlete Support set a new industry standard, enhancing athlete performance and loyalty while attracting top talent. See why holistic investment in athletes' well-being and career development is the future of sports marketing. Brands must evolve to meet these demands or risk falling behind in a competitive market