Sponsorship has always been a crucial aspect of the sports industry, providing financial support to teams, athletes, and events. However, with the rapid advancement of digital technology, the landscape of sports sponsorship is undergoing a significant transformation.

Stadium Golf Tour, a ground-breaking initiative that will transform iconic sporting stadiums across the UK into unique golfing experiences, hosted a special media preview night at Twickenham Stadium last night ahead of the first days play at Twickenham Stadium. The preview event was attended by rugby stars Danny Care and Ugo Monye alongside key UK media and partners Wilson Golf and Ellesse…

Twickenham Stadium will be the flagship venue for a new golf tour arriving in the UK this summer. Through a collaboration with US based golf company, Stadium Golf Tour, sports marketing agency Maverick Sports + Entertainment | The sponsorship experts, and the stadium, a new tour has been created that affords golfers the chance to play in some of the most iconic stadia in the world, including now, the home of England Rugby.

Following The Maverick Group’s appointment by Pendragon as their agency of note, the Group have launched CarStore’s first purpose-led partnership. The used car retailer is teaming up with Battersea Dogs & Cats Home and aims to become the nation’s most dog-friendly car brand. This partnership comes hot on the heels of CarStore’s title sponsorship of Power Maxed Racing in the BTCC.

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).

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.

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.

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. 

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.