The Next Move — October 17, 2025
Strategic insights for brands, properties & sponsorship innovation.
Today’s Spotlight: Global Expansion, Local Experience
1/ AT&T powers immersive fan activations at F1 Austin
AT&T, collaborating with Oracle Red Bull Racing, is transforming the Austin Grand Prix into a live connectivity showcase by introducing branded pop-ups, digital content zones, and rapid-charging stations for fans.
→ Why it matters: This represents a move from merely providing sponsorship exposure to offering practical utility—where the sponsor contributes real value to the fan experience by adding functional benefits rather than just increasing visibility.
2/ Sumo makes its London debut
This week, the Japan Sumo Association held its inaugural European tournament at London’s O2 Arena, with international sponsors and new European broadcasters participating.
→ Why it matters: Cultural sports exports are opening new branding opportunities. Sponsors that genuinely connect with heritage properties can leverage compelling stories and connect with new audiences by building cultural credibility.
3/ Cape Town Marathon earns global major status
The Cape Town Marathon achieved Abbott World Marathon Majors candidate status, opening opportunities for premium sponsorships in tourism, ESG, and sustainability sectors.
→ Why it matters: As endurance events become global, they provide sponsors with opportunities to engage with sports, travel, and community impact simultaneously, turning sponsorship into a key element of city storytelling.
4/ Investors warm up to event-led hospitality
Multiple event management and investment firms are investigating sponsorship-focused hospitality initiatives for 2026–2028, integrating live sports, culinary pop-ups, and luxury travel experiences.
→ Why it matters: The future of premium sponsorship exists where sport, lifestyle, and hospitality converge, as brands engage audiences in experience-focused settings that foster lasting loyalty.
SponsorshipNext Take
1. Utility is the new exposure. AT&T’s initiative in Austin demonstrates that effective sponsorships address genuine fan needs — such as connectivity, access, and comfort — turning users into advocates.
2. Culture exports = sponsorship imports. Sumo’s debut in London marks a new era of cultural sports exchange. Brands that genuinely connect with their heritage can foster worldwide narratives by leveraging local credibility.
3. Destination events = economic sponsorship. The growth of the Cape Town Marathon demonstrates how collaborations between cities and sponsor investments in civic pride are converging. Sponsorship has increasingly become an integral aspect of national brand reputation.
4. Hospitality is the next growth tier. Brands are combining live events with luxury experiences. The aim is no longer merely to generate impressions—it’s about creating immersive engagement that lasts.
Follow SponsorshipNext for daily insights on how brands, agencies, and properties are redefining modern sponsorship.