Pendragon inks powerful sponsorship deal with Power Maxed Racing

By James Scrivener, 12 April 2022
2 mins read

Pendragon, one of the UK’s leading automotive retailers, has agreed a naming sponsorship deal with Power Maxed Racing (PMR), one of the foremost racing teams in the British Touring Car Championship (BTCC).

It’s time for UK teams, stadiums and rights holders to future-proof their businesses

By Nick Addecott, 1 April 2022
5 mins read

Every team, stadium and venue owner will tell you the fan comes first – but is that the reality? In today’s technological age, are they doing enough to keep fans happy and returning week after week? Historically, UK sports have enjoyed fierce loyalty from their fan bases, but times are changing. As new generations become sports fans, it’s time for rights holders to step up and raise their game.

Nick Addecott joins TMG; tees-up growth of the S+E offering

By James Scrivener, 2 March 2022
2 mins read

The Maverick Group have appointed sports industry veteran, Nick Addecott, to lead their Sports & Entertainment division. Nick joins the Group, bringing with him a wealth of experience with over 20 years’ in the industry, from setting up his own player agency Sanctuary Marketing, leading WSM Communications, with stints brand side at Wilson Sporting Goods, BetVictor and Sportingbet, before most recently leading sales and partnerships for SaaS fintech, Tappit.

The Tokyo Olympics: A sporting success, but what about the sponsorship?

By Lucy Cadel & Garry Mockeridge, 12 August 2021
5 mins read

Empty stadiums… locals protesting… the weirdness of masked athletes and socially distanced medal ceremonies… But still, the Tokyo Olympics managed to be a phenomenal success, from a sporting point of view. 

Should sustainable partnerships be part of your sponsorship portfolio?

By Lucy Cadel, 29 June 2021
10 mins read

Something’s changed in the world of sponsorship: sustainability has gone from being an afterthought to the main event. Consumers are demanding that brands do good and make a difference through meaningful, tangible action – and those that ignore the public do so at their peril.

Sports & Entertainment Marketing Trends for 2021

By Sam Steele & Lucy Cadel, 1 March 2021
8 mins read

2020 changed everything. Sports and entertainment marketing was turned on its head, and brands, teams, leagues, and fans had to find new ways of doing things, fast. As the dust settles on a year like no other, we’ve taken a look at how the sports and entertainment industry has adapted, and what the biggest trends of 2021 are likely to be.