13/10/2026
Sponsorship has changed more over the past two decades than many people realise.
It began with pure exposure and logo placement. Then came the era of Corporate Social Responsibility (CSR). Now, we are moving into the era of Socially Responsible Corporations (SRC), where responsibility is not a separate initiative but part of how a business operates.
This next era is still taking shape.
In our latest podcast, produced with Athlium Sport, we explore how sponsorship has evolved, where it may be heading and what it takes to build partnerships that create meaningful value for both business and society.
Joining the conversation:
Lawson Hill, Chief Revenue Officer at CUPRA KIRO, brings more than 25 years of experience across motorsport, sport and premium brands. His career spans commercial leadership roles at Williams Formula 1, England Rugby, VistaJet, and the UK Government's major global sponsorship programmes, including COP26 and Dubai Expo.
David Nagy, Founder of Athlium Sport, works at the intersection of sport, purpose and partnership. With a background in strategy consulting, athlete management and sports marketing, he helps organisations create purpose-driven partnerships that generate tangible business and social value.
Moderated by Barbara Kovacs, PwC Hungary.
🎙️ The full episode is now available on YouTube: https://youtu.be/V1zaBFKQPvw
