Sponsorship Marketing News, Articles & Analysis

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O2's renewed deal with AEG proves loyalty matters

O2's renewed deal with AEG proves loyalty matters

O2's decision to renew the naming rights for The O2, the London entertainment arena, reflects the importance of the partnership

O2 renews naming rights for The O2 in Greenwich in 10-year deal

O2 renews naming rights for The O2 in Greenwich in 10-year deal

O2 has renewed the naming rights for The O2, the world's most successful entertainment arena, in a ten-year partnership with

Gillette partners with world's biggest esports event company ESL

Gillette partners with world's biggest esports event company ESL

P&G male grooming brand Gillette is getting into the lucrative esports market by sponsoring the Intel Extreme Masters event in

Baileys ends sponsorship with Women's Prize for Fiction

Baileys ends sponsorship with Women's Prize for Fiction

Baileys is withdrawing its sponsorship of the Women's Prize for Fiction, the prize honouring the best novel of the year

6 Nations is a goldmine for targeting affluent consumers

6 Nations is a goldmine for targeting affluent consumers

Rugby union is in rude health and marketers can ride the wave to target highly affluent consumers in a mainstream

Premier League signs up Cadbury as latest sponsor

Premier League signs up Cadbury as latest sponsor

Cadbury has signed a three-year deal to sponsor the Premier League, starting with the 2017/18 season.

Watch: Skittles gets romantic for Super Bowl LI spot

Watch: Skittles gets romantic for Super Bowl LI spot

The 30-second ad from adam&eveDDB will appear in the first quarter.

Roger Federer tops most marketable athletes list as Rory McIlroy claims sixth spot

Roger Federer tops most marketable athletes list as Rory McIlroy claims sixth spot

Rory McIlroy, Andy Murray and Gareth Bale were the only British sports stars to make it onto the list of

Budweiser offers Christmas Eve boozers a free Uber home

Budweiser offers Christmas Eve boozers a free Uber home

Budweiser is extending its Christmas partnership with Uber to offer a free ride home on Christmas Eve to both new

Do you want to build a meerkat? Comparethemarket teams with Disney for Frozen-themed toys

Do you want to build a meerkat? Comparethemarket teams with Disney for Frozen-themed toys

Comparethemarket has partnered with Disney to offer two new toys, to mark the first terrestrial showing of animated hit Frozen,

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1 The big adland divide: culture vs collateral

The industry is splitting into agencies that make marketing collateral and those creating culture, says Adam & Eve/DDB's David Golding.

YouTube to stop 30-second unskippable ads
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1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

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