Blogs

Kieran Morris Global Head of PartnershipsIn 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 cover a broad range ... read more

Matthew Leopold ESA Awards Chair of JudgesFirst-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 European Sponsorship ... read more

Conrad Wiacek Head of Sport AnalysisIn 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 the largest in the ... 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 culture’s headed – ... read more

Will Dowdy VP Global PartnershipsMusic 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 presence of ... read more

When 'great' was no longer enough to succeed at the ESA Awards Matthew Leopold Chair, ESA Awards Judges PanelA 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 defining moment. But to ... 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 creating thousands ... 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 and ... 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 to ... read more

Benedikt Becker Marketing DirectorIn 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 relying on outdated ... read more

Jakub Krampl Founder and CEOIn 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 show. In return, a ... read more

Salina Janzan Senior Fundraising ManagerWhat’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 Fundraising Manager ... read more

Sinem Pozanti ESA Diploma Scholar, 2024ESA 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 students in 2024, ... read more

Deji Faremi ESA Diploma Scholar, 2024ESA 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 Diploma for the past ... read more

Alex Reese Commercial and Brand Strategy DirectorIn 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 entertainment ... read more

Andy Brember Head of CommercialIn 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 distraction of inflated ... read more

Jeremy Thompson CEO and Founder, caytooA 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 isn’t sure which ... 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 talent management and since I ... read more

Bruce Cook Founder and MDTell 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, included a 5-year ... 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 approach to ... read more

By Matthew Leopold, ESA Awards Chair of JudgesWe 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 ESA Awards aims ... 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 at its ... read more

Jamie Dos Anjos Lead Consultant, Two CirclesTo 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 moments defy ... read more

Jonny Katanchian Head of Sports Rights & Broadcasting Genius SportsBy 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 moments.Through real-time ... read more

By GRMOne 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 toe against the ... 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 profound impact ... 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 in his ... read more

Devesh Mangtani Partnerships DirectorWhat'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 audience-led partnerships platform ... read more

Lucy Basden-Smith Managing PartnerIn 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 cutting-edge creative and ... read more

Neill Duffy Chief Executive & FounderIn 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 well by doing good ... 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 to support ... read more

Christian Fizia Sponsorship Insight & Ops Manager Kindred GroupThe 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 had been exposed to ... read more

By datapowa Successful sports sponsorship helps drive revenue, and that hinges on finding the right match between a property, its partnering brand and its fans.Judging this match has never been easy. Over the years, third-party data and cookies have been key to targeting fans with highly relevant, personalised activations, but the shifting global privacy landscape and deprecation of cookies is changing what is possible.Data clean rooms have risen to prominence as powerful alternatives, but even ... read more

Rob Pearson Head of SponsorshipGive us a brief overview of Teneo as an agency in general and your approach to sponsorship and partnerships specifically. Teneo Ireland provides strategy and communications, consulting, performance, financial advisory and people advisory services to brands and organisations.The Sports Advisory team is made up of 15 people based out of Dublin but working with colleagues and clients across the international Teneo network of 1,650 people spread across 43 offices.Our ... read more

Sam Booth Sustainability Director AEG Europe From waste management to fan travel and food and beverage (F&B), there are many ways that venues can make an impact and be more sustainable in the way they operate. In this blog we share four key areas of consideration.As together we work towards the global delivery of net zero, initiatives like these are crucial not only for the environment – they are also good for business.A venue that is proactively and credibly operating as sustainably as ... read more

Misha Sher Global Head of Sport, Entertainment and Culture EssenceMediacomAs the 2023 Rugby World Cup draws to a close, the Final should definitely be a spectacle. It has been a great tournament and France have been terrific hosts.With so much upheaval in the world, major international sports events are a welcome reminder that we all have more in common than not, from the players on the pitch to the fans in the stands. As Nelson Mandela, whose beloved Springboks will contest the Final against ... read more

Chris Hackett Head of Sales What’s your name and position within the organisation? I’m Chris Hackett, Head of Sales for brands and agencies at Genius Sports. My day-to-day involves working with our brands that have a sponsorship or affiliation with teams or leagues to get the most out of their partnerships. In brief, what does Genius Sports do and what is your approach to sponsorship and partnerships? Genius Sports is the world’s leading sports data technology company. Essentially, any ... read more

Jim Campling President, UK Marketing Partnerships'Our Year In Sponsorship' is a new blog series from the European Sponsorship Association (ESA), offering members an online platform to reflect on a single year or season of sponsorship activation. Please contact Jonathan to book a slot.Festivals continue to be powerful environments for brands to engage with fans and introduce new products, educate them about existing ones or offer simple, straightforward fun. The 2023 festival season saw the Live ... read more

By SweetSpot GroupThe Pitch is a new blog series from the European Sponsorship Association (ESA), offering members an online platform to pitch for sponsorship. Please contact Jonathan to book a slot or contact Anna to discuss membership.Attracting more than 1.5million spectators per year, bringing world-class teams and athletes to towns, cities and communities across the country, and showcasing Britain to the world, the Tour of Britain and the Women’s Tour are gearing up to celebrate significant ... read more

Give us a brief overview of the Olympic Federation of Ireland’s approach to sponsorship and partnerships. Very simply, we seek sponsors and partners who align with our values and mission to support Ireland's finest athletes and, in turn, we create unique and meaningful connections for them throughout our athletes’ journeys, from grassroots to the biggest sporting stage of all. Our sponsor and partner activations revolve around storytelling, inspiring others, engaging communities, families and ... read more

Guest blog by Dominique Santini Sustainability Manager, CSM LiveAt the start of 2023, Forbes spoke to numerous leading venture capitalists focused on climate tech to find out their predictions for sustainability and climate tech in 2023, each of which will have ramifications for the sport and entertainment industry.In this article, I have picked out seven of those, exploring what they mean for our industry, how stakeholders can act today to set themselves up for success, and who, if anyone, is ... read more

By GRMThe Pitch is a new blog series from the European Sponsorship Association (ESA), offering members an online platform to pitch for sponsorship. Please contact Jonathan to book a slot or contact Anna to discuss membership.A true test of fortitude and courage, challenging the human spirit and pushing boundaries like little else; an adventure for the bold.Ocean racing is one of the most demanding sports on the planet, testing limits and pushing its athletes to the extreme, in the most dangerous ... read more

Misha Sher Global Head of Sport, Entertainment & Culture essencemediacomIt’s been nearly three weeks since an epic finish to the Women’s World Cup in Australia & New Zealand. Given everything the tournament delivered, setting new records on and off the pitch, it would take this long just to reflect on how high the bar has been raised in women’s football. Spain ran out worthy winners and it’s a shame that their success and that of the organisers has been overshadowed by ... read more

Guest blog by Ben Mitchell CSM Sport & Entertainment In this ESA Member guest blog, Ben Mitchell leans on his primary research to address how we can use sports partnerships to shift consumer behaviour towards becoming more environmentally sustainable.  The climate crisis is exerting a substantial impact on our world. Everywhere you look, its impact is being felt, and the evidence linking sport to climate change is steadily mounting, as numerous facets of the industry prove to be ... read more

Simon Eaton Managing DirectorWhat’s your name and position within the organisation?I’m Simon Eaton, MD at Fifty, and I lead our sports business.In brief, what does Fifty do and what is your approach to sponsorship and partnerships? We work with brands and rights owners in sports and entertainment. Fifty’s tech capabilities enable us to understand and segment fans in a unique way, specifically focusing on growth and international audiences. These are often not understood as well as a core fan ... read more

Guest blog by Robin Meakin Head of Insights CSM Sport & EntertainmentWith interest and investment in women’s football increasing rapidly, a dilemma looms: how to leverage commercial opportunities whilst continuing to service the growing number of fans who crave a less commercialised version of the sport?It was in June 2020 that Australia and New Zealand were announced as joint hosts for the FIFA Women’s World Cup 2023. A ray of light in the midst of a pandemic which had caused the ... read more