Stories Sponsorship Marketers Shouldn’t Miss
At SponsorshipX, we’re constantly scanning the global landscape for fresh thinking in sponsorship. Whether it’s new ROI data, bold category crossovers, or culturally charged brand moves, here are some stories our team thinks every sponsorship marketer should select one or two of to read this week! These stories are not just interesting, but they also provide valuable insights and strategies that can be applied in the field of sponsorship marketing.
Measure What Matters: Redefining Sponsorship ROI
New data reveals that 66% of consumers are more likely to buy from brands that sponsor their favourite sports, up from 59% in 2022. Nearly 30% say they’ve recommended a brand to friends because of its sponsorship. This study reframes sponsorship not as a passive visibility tool but as a driver of loyalty, word-of-mouth, and measurable influence.
Jonquel Jones is not only the New York Liberty's WNBA Finals MVP, she's now a Met Gala carpet-walking Fenty Beauty spokesperson. Fenty Beauty
Rihanna’s Fenty Beauty is entering the sports sponsorship arena, leveraging its global beauty platform to reach athletic audiences. The partnership challenges traditional category boundaries and aligns beauty and self-expression with empowerment narratives in women’s sports, a truly innovative approach.
DP World Tour and Husqvarna deal encompasses the Irish Open, British Masters, and BMW International Open. (DP World Tour Imagery)
Husqvarna is trading chainsaws for golf clubs in a three-tournament deal with the DP World Tour, merging utility with elite sport. This unexpected alignment reveals how lifestyle and equipment brands can tap new audiences when they lean into complementary values like performance, precision, and the outdoors.
Crypto Takes the Stage in Esports
Coinbase and other crypto platforms are stepping up their esports investments, with Coinbase becoming a key partner for Valorant and League of Legends. These deals are more than logos—they embed digital finance into fan platforms, unlocking loyalty programs, rewards, and Web3 engagement for next-gen fans.
Marvel’s latest Avengers storyline includes product placement from seven real-world brands, blurring the lines between entertainment, commerce, and fandom. It’s an ambitious model for integrating sponsorship into cultural IP, where storylines amplify brands, and brands reinforce narrative worlds.
Las Vegas Bets Big on Youth and Women’s Sports
The Las Vegas Convention and Visitors Authority invests $2.7M in sponsorships across grassroots basketball, collegiate athletics, and emerging sports like pickleball. This long-term strategy will anchor the city’s sports credibility while supporting underrepresented talent and new participation pathways.
When Geopolitics and Sponsorship Collide
With international tensions escalating around trade and policy, brands are rethinking how they activate across borders. This legal analysis outlines the contractual risks and reputational stakes of sponsoring in politically complex environments, emphasizing the need for foresight, flexibility, and cross-market alignment.
We're always on the lookout for new and innovative stories in the sponsorship world. Do you have a recommendation on a sponsorship read we should check out? We'd love to hear from you and learn from your insights. Please send it to us at info@sponsorshipx.com. If you want to share your thoughts with our audience via a video, post, or article, upload it here.