Sponsorship has evolved over the years. And while it is far more sophisticated today, especially in terms of sponsorship valuation and performance measurement, some old-school partnerships have had highly successful long-standing sponsorship relationships. Discover 10 of the most enduring sponsorships of all time along with the key ingredients of their success. 

Rights holders have built empires selling broadcasting rights, tickets and sponsorships, with some held by private interests driven by a strong vision, like Ecclestone and Formula 1 or the France family and NASCAR. Changes in media are affecting these structures, both in terms of consumption habits and technologies used for display, which challenge the established revenue and sponsorship models.