As someone who works closely with sport and business, I've been keeping an eye on how today's financial markets are shaping sponsorship. The answer isn't straightforward, but it's fascinating.
Industry Insights
Sport Sponsorship and the Stock Market
26/08/2025
The stocks and shares market has more recently been of interest to me, and one thing I've been curious about is how sports sponsorship affects it. Sport Sponsorship goes much deeper than the branding we see at the side of stadiums or the logos we see on athletes apparel —it can actually influence investor confidence and share prices.
Sponsorship Beyond the Logo
16/08/2025
Sport has always been more than competition. It's emotion, ambition, and human potential on display. The roar of the crowd, the quiet focus before a decisive moment—these are experiences that unite us all.
In elite sports, the margins between first and second are razor-thin. The same is true in the world of business, sponsorship, and career development. Over years of working with world-class organisations such as McLaren Racing, Vodafone, Paris Saint-Germain, Santander, UBS, Diagio and Renault F1 Team, we've seen firsthand what separates the great...
The Next Generation Is Taking Over: Athletes and Minds Changing the Game in Formula 1 and Elite Sports
If you've been watching Formula 1 lately—or even if you're just starting to dip your toes in—you'll know this isn't the same sport it was a few years ago. In 2025, F1 feels like it's going through a total transformation. Yes, the cars are still fast, the rivalries fierce, and the drama very much alive—but there's something deeper going on....
Big Budgets, Bigger Impact
05/08/2025
Throughout 2025, sports brands have been investing heavily in sponsorships, with annual budgets ranging from tens of millions to well over a billion dollars. These wide-ranging budgets reflect each brand's global ambitions, with larger companies spending more to secure top-tier visibility across hundreds of teams and events.
We've all seen how...
Formula 1 is continually evolving — and women are a factor in driving that change, both in the stands and behind the scenes. As Forbes highlight in this article, nearly half of the F1 fanbase is now female, with Gen Z women leading the surge in global interest.
A New Era Driven by Gen Z
05/08/2025