WHEN THE CHEMISTRY IS GONE: INEOS AND NEW ZEALAND RUGBY

By Tom Gladstone

How the ripple effects of INEOS ending its partnership with New Zealand rugby are being felt across their sponsorship portfolio and the wider industry.

Tom GladstoneMarch 19, 2025sports, sports marketing agency, marketing, Sponsorship, strategy, Rugby UnionComment

FIRST STEPS IN SPONSORSHIP: WHERE BRANDS TRIP UP

By Tom Gladstone

For brands making their first steps in sponsorship, understanding the theory of sponsorship strategy and selection is essential. But the practical realities are often overlooked. There are some common trip hazards that can be avoided when identifying the ‘right’ sponsorship.

Tom GladstoneMarch 19, 2025sports, sports marketing agency, marketing, olympics, paris2024, Sponsorship, strategyComment

THE FUTURE IS HERE: HIGHLIGHTS FROM CES 2024

By Pete Oller

Pete Oller, our new Lead Strategist, writes about the future advancements of sports technology that were showcased at CES 2024.

Tom GladstoneJanuary 31, 2024Technology, CES, Innovation, Arsenal, LA Rams, Drone Soccer, Google, Women's Sport, Fan engagement, AIComment

SPONSORSHIP HAS NEVER BEEN A BETTER VEHICLE FOR THE AUTOMOTIVE INDUSTRY

By Tom Gladstone

The automotive category is ripe for disruption and an injection of distinctiveness. In the age of the great EV reset and the decline of brand loyalty creative sponsorship can supercharge brands. Especially, sports fans who are more eco conscious than the global population are

WILL 'THE HUNDRED' BE AN ATTRACTIVE PROPOSITION FOR SPONSORS?

By Tom Gladstone

First published in City A.M. back in June 2018, here’s Tom Gladstone’s take on why sponsors would be bowled over by The Hundred. Three years on, and a hatful of commercial partners later, it looks like the crystal ball was in good working order.

WOMEN SHOULD NOT BE RUNNING SCARED

By Tom Gladstone

#WEWILL is a campaign, supported by This Mum Runs, Women’s Running and Women’s Aid, to empower women to be able to run freely wherever and whenever they like.