Blogs

Caroline McGuckian CEO In brief, what does Meshh do and what is your approach to sponsorship and partnerships? Meshh is an experiential and live event technology provider that helps sponsors, teams and rights holders understand fans’ movement and behaviour in and around their live experiences and sponsorship footprint. What approach differentiates Meshh and makes your sponsorship strategy unique? For many years, the largest unknown value in sponsorship has been around ... read more

An iconic platform for exceptional brands Taste of Dublin is set to return for its 21st year in 2026, bringing the definitive showcase of Ireland’s latest, greatest and most exciting restaurants, chefs, leading food, drink and lifestyle brands. Each year, Taste of Dublin takes over Merrion Square, transforming the iconic destination into a next level culinary garden party, slap bang in the centre of Europe’s coolest city. From June 11-14, more than 30,000 attendees from Dublin and beyond ... read more

As the 2025 NFL International Series Games concludes, following match-ups in São Paulo, Dublin, London, Berlin and Madrid, rEvolution reflects on the series, explores the effects of such a vast American property successfully activating in Europe, and exposes the untapped opportunities for brands. For generations, America’s entertainment industry has been one of the country’s most successful exports – a $600billion powerhouse shaping culture and consumer behaviour ... read more

The Irish Life Dublin marathon is now ranked 5th in Europe and 12th globally*. The race has sold out for the past 10 straight years straight, with demand continuing to grow. Earlier this month, when the entry ballot opened, a record 47,000 people applied for a 2026 entry.    A few numbers The inaugural Dublin City Half Marathon in 2025 was equally in demand. Its 12,500 places were sold out in under two hours, confirming an unmet demand for high-quality, large-scale ... read more

Mags O'Reilly Brand Communications and Sponsorship Manager Who we are At An Post I create partnerships and campaigns that truly connect with people. We take a dynamic, multi-channel approach to sponsorship that blends cultural relevance with authentic storytelling. One of the things I’m most proud of is transforming initiatives like the An Post Irish Book Awards into cultural moments that celebrate creativity and community. Whether it’s collaborating with online reading ... read more

At Orchard, we are proud to be working with Sport Wales and ten national sports organisations from across Wales on a first-of-its-kind partnership opportunity that will shape the future of Welsh sport.  This powerful collaboration includes Badminton Wales, Welsh Boxing, Disability Sport Wales, Welsh Gymnastics, Hockey Wales, Welsh Judo Association, Snowsport Cymru Wales, Welsh Triathlon, Tennis Wales and Weightlifting Wales. They have come together to create a national movement ... read more

Celebrate London's unsung heroes London Sport – a charity helping people lead longer, healthier and happier lives through being active – is inviting partners to join us as sponsors of the London Sport Awards 2026. The Awards shine a spotlight on the people transforming lives and communities through the power of sport and physical activity. Held at the iconic Guildhall, in partnership with the City of London Corporation, this flagship event brings together leaders, influencers and ... read more

Lorna Danaher Sponsorship & Events Manager Give us a brief overview of Energia’s approach to sponsorship and partnerships specifically. Energia has been active in the domestic Irish energy market since 2014. Given that energy is an intangible product and as energy suppliers we lack physical storefronts, we recognised early on the importance of sponsorship as a strategic tool to build visibility and trust. To shape our sponsorship strategy, we undertook a comprehensive ... read more

Jonathan Krumholz ESA Diploma Scholar, 2025 ESA introduced the ESA Diploma Scholarship in 2022 to increase industry diversity as part of its mission as the essential and inclusive community for all professionals working in sponsorship. Jonathan Krumholz, Sports Partnerships Manager at Acronis, reflects on his experience. You have been studying the ESA Diploma for the past eight months. How did it go for you? It is a big commitment in terms of the time you need to ... read more

Mandip Sehmi ESA Diploma Scholar, 2025 ESA introduced the ESA Diploma Scholarship in 2022 to increase industry diversity as part of its mission as the essential and inclusive community for all professionals working in sponsorship. Mandip Sehmi, Partnerships Lead at Great Britain Wheelchair Rugby, reflects on his experience. You have been studying the ESA Diploma for the past eight months. How did it go for you? It’s been interesting learning about various stages of ... read more

Rory Bryant ESA Diploma Scholar, 2025 ESA introduced the ESA Diploma Scholarship in 2022 to increase industry diversity as part of its mission as the essential and inclusive community for all professionals working in sponsorship. Rory Bryant, Sponsorship Manager at the Edinburgh Fringe Festival Society, reflects on his experience. You have been studying the ESA Diploma for the past eight months. How did it go for you? It’s been an amazing journey! Returning to ... read more

Plant your brand at the heart of one of Ireland’s most beloved festivals  With 75% of sponsors reporting that the festival provides an exceptional opportunity to enhance visibility, Bord Bia Bloom provides an exciting brand opportunity. Bord Bia Bloom will celebrate its landmark 20th year in 2026, a momentous milestone for one of Ireland’s most iconic outdoor festivals. What began as a celebration of Irish horticulture has flourished into a five-day immersive experience that brings ... read more

Amplification – Unlocking the True Value of IP in Sponsorship Intellectual Property (IP) is at the heart of every sports sponsorship, yet putting a fair value on it has always been a challenge. With billions invested in partnerships each year, traditional models often fall short of capturing IP’s true impact on fans and consumers. Introducing Amplification – a proprietary tool that measures how IP really shifts perceptions, drives engagement and boosts marketing effectiveness. In ... read more

Francesca van Blerk Senior Director – Performance, Wasserman UK First-party data isn't a future goal – it's a now-or-never situation. 80% of marketers say first-party data is critical. So why are so many not using it effectively, or at all? With digital advertising spend surpassing $790.3B in 2025* and the industry evolving at pace, the advertisers best positioned for long-term success are those that stop renting audiences and start owning them. Why aren’t marketers ... read more

Kieran Morris Global Head of Partnerships In brief, what does Intelligence Squared do, and what is your approach to sponsorship and partnerships? Intelligence Squared is a global platform for live events, discussions and podcasts featuring some of the world’s leading thinkers and cultural voices, from Mustafa Suleyman (Microsoft AI CEO), Reid Hoffman (LinkedIn Founder) and Malala Yousafzai (Nobel Peace Prize Winner) to Sir Keir Starmer, Rory Stewart and Emily Maitlis.  We ... read more

Matthew Leopold ESA Awards Chair of Judges First-year sponsorships rarely win awards. Not because they are bad, but because they are still warming up. The strategy’s fresh and the assets are untested. Internal politics could generously be described as a team sport. So when three campaigns walk into the ESA Awards and leave with trophies, all in year one of their partnership, you pay attention. I recently had the pleasure of hosting a chat with some of the winners from the 2025 ... read more

Conrad Wiacek Head of Sport Analysis In brief, what does GlobalData do, and what is your approach to sponsorship and partnerships? GlobalData is the gold-standard industry resource for the tracking of sponsorship deals, covering 1000 sports properties and more than 660 teams each year to better understand the trends driving sports sponsorship. What approach differentiates GlobalData and makes your sponsorship strategy unique? Our database of over 330,000 sponsorship deals is ... read more

Owen Laverty Chief Innovation Officer, Ear To The Ground Let’s be honest. The talent game is broken. Too many deals still follow the same old formula – chase reach, overpay for fame, cross fingers for ROI. In the meantime, younger fans are rewriting the rules, gravitating towards voices who feel real, connected, and culturally plugged in. That’s why we built the Fan Intelligence® Index: Talent Edition. This isn’t another popularity poll. It’s a living, breathing signal of where ... read more

Will Dowdy VP Global Partnerships Music matters to people. When the world around us seems to get bleaker each day (I’ve given up opening X or watching Channel 4 News!) music is often the escape. And people want to ‘be there’ sharing in it. With that in mind it’s no wonder the live music industry performed at its very best in 2024 and truly solidified its place as a dominant force in entertainment. We saw some record-breaking tours from global stars across multiple genres and a strong ... read more

When 'great' was no longer enough to succeed at the ESA Awards Matthew Leopold Chair, ESA Awards Judges Panel A packed awards hall. A room filled with the sharpest minds in sponsorship. Months of analysis, debate and data-crunching have all led to this moment. The envelope is opened. A breathless pause. The name is read aloud. Applause erupts. But this isn’t just any old applause. This is the sound of an industry witnessing history. Winning at the ESA Awards is always a ... read more

Jamie Aitchison General Manager, UK In brief, what does HBS do, and what is your approach to sponsorship and partnerships? HBS is a market leader in storytelling in the world of sport. Working across the full spectrum of content types for our clients, their partners, sponsors and other stakeholders, we produce coverage for the FIFA World Cup™, Rugby World Cup, World Athletics events and the French Ligue 1 & 2 football amongst others. From the core live coverage through to ... read more

The ESA Diploma Scholarship was introduced in 2022 and has enabled four scholars to graduate with the Dip ESA qualification to date. We are delighted to announce an expanded cohort of three Scholars in 2025. Following the successful experience of both Sinem Pozanti and Deji Faremi in 2024, Ashley Arthingal in 2023 and Nobandile Mutseyekwa in 2022, this year’s offer of free enrolment has been awarded to Jonathan Krumholz, Mandip Sehmi and Rory Bryant. Scroll down to discover more about them ... read more

SXSW is the largest music and innovation conference and festival in the world. ‘The UnXpected’ is an official SXSW music event organised by BLENDID Music & Artists, featuring world class music artists from the UK and USA and special guests.  Including ‘unexpected’ collaborations and live music performed in new and innovative ways, these unique and groundbreaking live music and artist collaborations are performed in a range of music genres with something for all audiences from hip hop ... read more

Benedikt Becker Marketing Director In brief, what does Shikenso Analytics do, and what is your approach to sponsorship and partnerships? At Shikenso Analytics, we focus on the science so the industry can focus on the art. Sponsorships are complex, and we simplify that complexity with AI-powered sponsorship analytics. Our mission is simple: to help brands and rights holders understand the true value of their partnerships, enabling them to act on real-time insights rather than ... read more

Jakub Krampl Founder and CEO In brief, what does On Air do, and what is your approach to sponsorship and partnerships? On Air is a streaming service for on-stage entertainment. The company provides artists, labels and other rightsholders with content production, marketing, streaming and monetisation services. Part of the monetisation strategy is also partnerships and sponsorships. Brands and partners bring direct revenue to the events as well as extend the marketing reach of the ... read more

Salina Janzan Senior Fundraising Manager What’s your name and position within the organisation? My name is Salina Janzan and I am the Senior Fundraising Manager at Irish humanitarian agency, GOAL. I’m privileged to head up the GOAL team who bring our flagship events like the GOAL Mile, GOAL Jersey Day, and the GOAL Ball to life, as well as working closely with our incredible community and corporate supporters. Can you tell us a bit about your journey and how you became Senior ... read more

Sinem Pozanti ESA Diploma Scholar, 2024 ESA introduced the ESA Diploma Scholarship in 2022 to increase industry diversity as part of its mission as the essential and inclusive community for all professionals working in sponsorship. The first recipients of the Scholarship were Nobandile Mutseyekwa (2022) and Ashley Arthingal (2023), and following in their footsteps in 2024 were Deji Faremi and Sinem Pozanti, who reflects on her experience here. Sinem was one of the outstanding ... read more

Deji Faremi ESA Diploma Scholar, 2024 ESA introduced the ESA Diploma Scholarship in 2022 to increase industry diversity as part of its mission as the essential and inclusive community for all professionals working in sponsorship. The first recipients of the Scholarship were Nobandile Mutseyekwa (2022) and Ashley Arthingal (2023), and following in their footsteps in 2024 were Sinem Pozanti and Deji Faremi, who reflects on his experience here. You have been studying the ESA ... read more

Alex Reese Commercial and Brand Strategy Director In brief, what does Oak View Group (OVG) do and what is your approach to sponsorship and partnerships? OVG is transforming how live entertainment venues operate. Our founders, Tim Leiweke and Irving Azoff, bring decades of industry experience to the table. Their vision wasn't just to compete – it was to create venues that deliver experiences that go beyond anything currently in the market. They understand that the future of live ... read more

Andy Brember Head of Commercial In brief, what does Turnstile do and what is your approach to sponsorship and partnerships? Turnstile is the global market leader in the transparent assessment of the fair market value of sponsorships. Engaged by brands and rightsholders, but with no commercial stake in the buying or selling of sponsorship, Turnstile is working to strengthen the trust of the market in the valuation process. When all parties know the true value, without the ... read more

Jeremy Thompson CEO and Founder, caytoo A lot has changed in sponsorship over recent years. A lot hasn’t. In our five years helping rights holders with lead generation, one thing that hasn’t is the dilemma when selling sponsorship. Do they cast the net wide with a generic message (quickly hit quantity) or cherry-pick a few targets with a customised message (slowly hit quality)? A senior global partnership sales team exec at a top Premier League club freely admitted to me he still ... read more

Mark Blundell CEO and Founder What’s your name and position within the organisation? My name is Mark Blundell and I am the CEO and Founder of MBP, the relationship-driven sports marketing agency. In brief, what does MBP do and what is your approach to sponsorship and partnerships? Since its foundation just over a decade ago, MBP has developed into a full turnkey sports marketing agency which places a real focus on people-led partnerships. Our company’s roots lie in ... read more

Bruce Cook Founder and MD Tell us a bit about who you are and where you’ve come from. I’m a sponsorship and insight consultant, and currently the Founder and MD of SponsorLab. Before this entrepreneurial adventure, I was Head of Group Sponsorship at the Royal Bank of Scotland and latterly Strategic Consulting Lead at YouGov Sport, helping clients to measure sponsorship performance. As an American transported to Scotland, my 30+ years in sports started in professional tennis, ... read more

Emma Beeson Senior Partnerships Manager What's your name and position within the organisation? Hi, my name is Emma Beeson and I’m the Senior Partnerships Manager here at the RNLI (Royal National Lifeboat Institution) charity. I focus on developing our brand partnerships and sponsorships as well as ensuring that our cause-related marketing and licensing programmes help drive the charity forward, building a sustainable future. In brief, what does the RNLI do and what is your ... read more

By Matthew Leopold, ESA Awards Chair of Judges We all know that sponsorship is a fascinating and brilliant discipline of marketing that has the power to transform a customer's perception and connection with a brand. It can create stories that resonate and connect with customers in new and imaginative ways. However, amidst the brilliance of sponsorship, there are also instances where campaigns are ill-considered, misunderstand how sponsorship works, and ultimately waste money. The ... read more

Lightroom is London’s new home for spectacular immersive storytelling. Lightroom crowns the cultural and commercial hub of the King’s Cross and Coal Drops Yard development - one of London’s most dynamic new neighbourhoods. Here, revolutionary projection technology and theatrical design combine to create an unprecedented immersive experience.  This is a venue unlike any other,featuring collaborations with artists, musicians, icons and storytellers with the authenticity of creation ... read more

Jamie Dos Anjos Lead Consultant, Two Circles To coincide with the launch of Two Circles’ latest report, How to Catch the Wave: Fuelling Fan Growth with AI, Lead Consultant Jamie Dos Anjos considers what has really changed as a result of the rapid rise in use of artificial intelligence in sports. AI has a trust issue. In an industry such as sports, so heavily reliant on emotive storytelling and fan culture, can AI be trusted to build those fan relationships? Sports’ most celebrated ... read more

Jonny Katanchian Head of Sports Rights & Broadcasting Genius Sports By 2030, 54% of fans expect sports consumption to be more immersive than it is today (Deloitte). This is already playing out in the world of sports sponsorship, where the emergence of new AI-driven digital assets is delivering increased value for sports teams, their partners and fans alike. Last month, Brentford FC and Genius Sports joined forces to create a new way for sponsors to own key game ... read more

By GRM One of Britain’s top skiers is taking to the mountains in pursuit of new heights as he aims for success in the newest Olympic event. Former British skiing champion Iain Innes is taking the bold leap into the world of ski mountaineering, aiming to represent Great Britain at the 2026 Winter Olympics in the sport's inaugural Games. Having represented Great Britain on the international stage for nearly a decade as a part of the GB Ski Team, Iain is no stranger to going toe to ... read more

‘It really opens up the possibility for Isla to achieve her dreams’ - Sharon Hedley, mother of World and European Junior Cross Triathlon champion Isla Heldey. Sponsorship has a profound impact. For businesses, it can create immense value, creating impactful and far-reaching content and engagement with key customer groups in a way traditional marketing cannot. For those sponsored, the effects can be game-changing. Speaking with Sharon (see video interview below), it is clear the ... read more

The fifteen UK National Parks cover 10% of Great Britain’s land and are enjoyed by over 100 million people every year – where they offer places to walk, spot wildlife and recharge. But these living, working landscapes also offer so much more, playing a huge role in reviving nature, boosting biodiversity and tackling climate change. They include the internationally renowned Lake District in England, the Cairngorms and Loch Lomond and The Trossachs in Scotland and Eryri (Snowdonia) in ... read more

The ESA Diploma Scholarship was introduced in 2022, and after two successful years we are delighted to announce an expanded cohort of three Scholars in 2024. Following the successful experience of Ashley Arthingal (2023) and Nobandile Mutseyekwa (2022), this year’s offer of free enrolment has been awarded to Deji Faremi, Sinem Pozanti and Eloise Stingemore. Scroll down to read how they feel about the opportunity. Deji Faremi spent almost 10 years working in sports media and marketing ... read more

Devesh Mangtani Partnerships Director What's your name and position within the organisation? I am Devesh Mangtani, Commercial Rights Sales Lead at Two Circles and Partnerships Director at the England & Wales Cricket Board (ECB) on secondment, as well as an Independent Director at Archery GB. This year I am also an ESA Awards Judge! What is your approach to sponsorship and partnerships? The analogue model of sponsorship is dead. But an integrated, purposeful and ... read more

Lucy Basden-Smith Managing Partner In brief, what does Havas Play do and what is your approach to sponsorship and partnerships? We help brands and rights holders play meaningfully in culture – creating platforms for them to connect authentically with people over the things they care about. Our work engages audiences and fans through actions and interactions which happen at the heart of their culture – ultimately delivering meaningful business outcomes for our clients via ... read more

Neill Duffy Chief Executive & Founder In brief, what does 17 Sport do and what is your approach to sponsorship and partnerships? 17 Sport is the world’s first sports impact company, a certified B Corp operating at the intersection of sport, business and purpose. We provide strategic, commercial, activation and measurement solutions to progressive brands, sport properties and athletes to help them deliver positive business, social and environmental outcomes. In short, to do ... read more

Andy Westlake was named in November 2023 as the fifth recipient of the ESA Fellowship. In this Q&A, Andy reflects both on the individual honour and the changing nature of the sponsorship industry during his years of service. How do you feel being recognised with the ESA Fellowship? There’s no other way to feel apart from immensely proud! I’ve worked in the sponsorship industry for over 30 years and it’s a business I love. That’s why I so willingly and enthusiastically gave my time ... read more

Christian Fizia Sponsorship Insight & Ops Manager Kindred Group The ESA Diploma is the sponsorship industry's essential qualification and attracts students from right across the panorama of brands, rights holders and agencies. Each year the course recognises a 'Top Student' who achieves the highest marks and in 2023 it was Christian Fizia of Kindred Group. We asked to Christian to talk us through his experience ... What made you decide to study for the ESA Diploma? I ... read more