Campaign Insight

Sponsorship report - Is official dead?

Multiple technological advances, changes in consumer behaviour and the ensuing marketing methodologies have transformed the sponsorship industry landscape.

The traditional rights-for-cash sponsorship model has been disrupted, with brands not needing an official connection to fully exploit and command significant consumer mind share around an event.

Yet, many major brands still see the value in signing official deals.

This expert report, in partnership with ESA, explores how the official sponsorship model is changing and what marketers may have to consider in order to take advantage of these changes. We’ll uncover:

  • How the rise of Generation C has turned the traditional broadcast business model on its head
  • The creative opportunities unofficial sponsorship can present to engage fans in real-time
  • How to leverage privileges as an official sponsor by utilising the new arsenal of technologies available

Campaign News

Customer transformation, digital drive continued resurgence at Dentsu

The group reported 14.9% growth in net revenue at Dentsu Japan Network, and its international business posted a 17.7% uptick in its top line for the first quarter of 2022.

Posted on 16 May 2022 | 2:14 pm

S4 Capital axes bonuses and ex-CFO exits as fallout from audit woes continues

The Sunday Times published an in-depth report into what it claimed was the accounting 'chaos'.

Posted on 16 May 2022 | 10:49 am

Government delays bans on pre-watershed and online HFSS ads, citing cost-of-living crisis

Public health minister Maggie Throup insisted government still 'committed to doing everything we can to help people live healthier lives'.

Posted on 16 May 2022 | 10:46 am

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