Sponsorships & Partnerships.

Attention is scarce and expensive. Sports and entertainment properties gather large, engaged audiences at predictable moments. Handled well, a partnership delivers reach, credibility and content that paid media alone cannot buy; handled poorly, it becomes an expensive logo placement.

We evaluate properties against the brand's audience, objectives and budget before we negotiate. We structure rights that can actually be activated, negotiate commercial terms, then plan the media, content and on-ground programme that makes the association work.

• Talent Partnerships
• Celebrity Tie-Ups
• Sports Partnerships
• Entertainment IP
• Event Sponsorship
• Content Partnerships
• Brand Integrations
• Negotiation & Execution

• Attractive properties with unclear commercial return
• Rights bought but never fully activated
• Celebrity and talent deals without a content plan
• No agreed way to measure sponsorship performance

• Property evaluation frameworks matched to audience and objectives
• Rights packages structured for media, digital and on-ground activation
• Integrated talent, content and media plans around each partnership
• Measurement covering exposure, brand lift and business outcomes

Case studies for sponsorships & partnerships are shared under client confidentiality. See how we present our work and request the credentials deck.

Upcoming executive briefings related to sponsorships & partnerships:

• How should brands evaluate sports sponsorships?
• How should brands measure sponsorship ROI?
• How should brands approach sports marketing?

Read our marketing and media insights

What is sponsorship marketing?

Sponsorship marketing is a commercial partnership in which a brand pays for rights to associate with a property — such as a sports league, team, event, film or creator — and then activates those rights through media, content, hospitality, retail and experiences. Its goal is to borrow the property's audience and emotion to build brand awareness, affinity and sales.

How can brands evaluate sports sponsorship opportunities?

Evaluate the property's audience fit (demographics, geography, passion), reach across broadcast, digital and venue, the rights actually offered (branding, content, talent access, hospitality), the cost against comparable media, and how activatable it is within the brand's budget and timelines. Set measurement criteria before signing, not after.

How do brands measure sponsorship ROI?

Sponsorship ROI is measured by combining exposure metrics (broadcast and digital media value, impressions), brand metrics (awareness, association and consideration lift among exposed audiences) and business metrics (sales, leads, footfall or sign-ups in the activation period versus a baseline). Agreeing the measurement framework and baseline before the season is essential.

• 06Event Marketing & ActivationEvent marketing and brand activation bring a brand to life in a physical space — launches, consumer experiences, retail activations, stadium and festival presence, trade events — designed so that people participate in the brand rather than just see it..
• 01Media Planning & BuyingMedia planning decides where, when and how often a brand should appear to reach the right audience; media buying secures that inventory at the best possible price and terms.