Purpose sits in an uneasy place within sport and entertainment sponsorship. Some see it as a strategic asset that strengthens partnerships and builds long-term value. Others see it as a distraction from generating cold, hard ROI.
The industry now faces a dilemma: does integrating purpose into sponsorship make it better? And if it does; how do you do it with clarity, credibility and focus?
This event will bring together leading brands and rights holders who are setting the standard in this space. They will offer grounded views on what works, what does not, and where purpose adds value rather than noise.
Confirmed speakers include Sally Moore (Global Sponsorship Lead at Sage), Tanya Townsend (Senior Sponsorship and Brand Activation Leader at Three Ireland) and Oliver Meade (Senior Director, Commercial Partnerships at Think Beyond).
Across the session, speakers will examine the changing expectations of fans, employees and investors, and how those pressures shape commercial decisions. They will unpack examples of sponsorships that use purpose to deepen audience connection, as well as cases where the commercial task requires a sharper focus on product, audience and culture.
You can expect:
- clear, candid debate on the role of purpose in modern sponsorship
- insight from organisations using purpose with measurable effect
- practical guidance on how purpose can strengthen, rather than complicate, commercial performance
- lessons drawn from leading purpose driven sponsorships.
How to attend
- Please note that all ESA Members and guests of Think Beyond are permitted free entry to this event, with tickets priced at £50 (+ fees) for ESA Associates, and £75 (+ fees) for others
- The content can also be accessed via livestream, free for ESA Members and with a £15 (€17) charge for all others. The stream begins at 09:00 BST / 10:00 CEST
- Please click BOOK NOW on this page and select your preferred option.
