Earned media has always been harder to win than paid or owned. It depends on third-party recognition, not media spend or channel control. But in the last few years it’s become even more challenging.
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Brands are increasingly leveraging football club partnerships to reach beyond the core club fanbase.
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We’re hiring: Senior Account Executive - Guest Operations and Sponsorship.
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Emma Raducanu x Nike – A Conscious Uncoupling
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The ICC Women’s T20 World Cup 2026 is set to ignite women’s cricket’s next era.
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Will Tottenham’s poor season see sponsors heading for the exit?
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Why football sponsorship is at a turning point.
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How a celebrity gameshow turned live television into Gen Z’s hot ticket, and why sport should take note.
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By Team TSB
The Space Between has been appointed by ClearScore, one of the UK’s leading fintech brands, as its sports marketing activation agency following a competitive pitch process.
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By Team TSB
ECB appoints The Space Between for ICC Women’s T20 World Cup 2026 communications brief.
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By Lisa Parfitt
The Rise of Beauty Brands in Sponsorship: US trend or a global shift in strategy?
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By Roshini Ellis
The Negativity Crisis In Sports Media: Its Impact On Athletes, Fans, And The Future Of Sport.
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By Tom Gladstone
How the ripple effects of INEOS ending its partnership with New Zealand rugby are being felt across their sponsorship portfolio and the wider industry.
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By Tom Gladstone
For brands making their first steps in sponsorship, understanding the theory of sponsorship strategy and selection is essential. But the practical realities are often overlooked. There are some common trip hazards that can be avoided when identifying the ‘right’ sponsorship.
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By Team TSB
Not sure about you, but at TSB we are desperately looking for ways to fill the huge hole left in our lives after the 2024 Paris Olympic Games closed on Sunday. What are we going to do during breakfast now we’re not shouting at the TV about rhythmic gymnastics, speed climbing or synchronized diving? (Kayak Cross was a particular office favourite).
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By Pete Oller
This year, Cannes Lions added a humour category, allowing agencies to submit comedic work. This isn’t surprising. Recent research from Oracle suggests that 90% of consumers say they’re more likely to remember a funny ad and 72% would select a humorous brand over the competition.
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By Pete Oller
Pete Oller, our new Lead Strategist, writes about the future advancements of sports technology that were showcased at CES 2024.
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By Megan Kapadia
Women’s football is not only making strides on the pitch, but across cultures as well. I dissect the pivotal moments of the year that have shaped the transformative relationship between women’s football and the fashion culture. From groundbreaking collaborations, to emotionally charged campaigns, take a look at how women’s football is asserting its influence in the fashion world.
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