Sport, sponsorship and the ideas that make fans care. Data, new deals and the stories behind our work.

A fan holds up a blue Chelsea shirt with “M. Shola 99” on the back inside Stamford Bridge, from Winning Big, the MSport campaign by Krausen.

How to activate a betting sponsor in a brand-safe way

Betting brands are among the biggest sponsors in sport, and among the most watched by regulators. Seven rules for an activation that protects the fans, the club and the brand.

5 Nov 2026 · 7 min read

Sports sponsorship radar: November 2026

Eight sports sponsorship deals announced in the second half of October 2026, from the Chicago Bulls to the WTA Finals, and what they say about the market.

2 Nov 2026 · 4 min read

Sports sponsorship radar: October 2026

The new sponsorship deals in sport this October, from the Tour de France and La Vuelta to MotoGP and Baller League.

20 Oct 2026 · 6 min read

Sponsorship activation: 7 ways to go beyond the logo

A sponsorship buys the right to be there. Activation is what fans remember. Seven ways brands have turned a deal into something people take part in, with real examples.

15 Oct 2026 · 7 min read

Four padel pros, one press conference from space

How StarVie launched a new racket collection without a single slow-motion smash: a press conference from StarVie Labs, timed with the solar eclipse.

8 Oct 2026 · 5 min read

The state of sports sponsorship in 2026

Fans watch more sport than ever, brands are moving money towards it, and women's sport is the fastest-growing part of the market. The numbers, and what they mean for a brand.

2 Oct 2026 · 6 min read