Magnus on Sponsorship
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The most expensive mistake I see repeatedly
The biggest strategic mistake in sponsorship isn’t overpaying for properties. It’s thinking too tactically.
Dec 7, 2025
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Magnus Berglund
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When my own sport lost a sponsor (and I could've prevented it, but didn't)
I’ve played tennis since childhood. It’s my sport. The one I understand deeply, follow closely, care about personally.
Dec 2, 2025
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Magnus Berglund
The London club deal I said no to
I once helped erase a Premier League sponsorship deal that would have been genuinely exciting to activate. Oh, by the way, this post is the first in my…
Dec 1, 2025
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Magnus Berglund
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10 lessons: How Amazon dominates sports sponsorship
Black Friday is coming up, so what's better than a deep-dive into Amazon’s world? This, and a couple of handpicked trends and topics, in this week's…
Nov 23, 2025
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Magnus Berglund
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How children absorb sports sponsorship messages
Children form brand associations with sports sponsors, even unconsciously. This, and a couple of handpicked trends and topics, in this week's edition of…
Nov 16, 2025
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Magnus Berglund
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Why US banks are winning at sports sponsorships – and what you can learn from them
Bank of America, JPMorgan Chase, and Capital One have developed strategic playbooks for extracting business value from sports sponsorships. Here's what…
Nov 9, 2025
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Magnus Berglund
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How an honest mistake generated more sponsor value than most campaigns
Real moments beat AI polish, LA2028 rewrites the Olympic commercial rules, and the intelligence behind major sponsorship shifts. Welcome to this edition…
Nov 2, 2025
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Magnus Berglund
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Magnus on Sponsorship
Magnus on Sponsorship is a newsletter that provides strategic intelligence for executives making high-stakes sponsorship decisions in sports.
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