Two years into its four-year deal to sponsor the UEFA Champions League, Japanese car marque Nissan is looking to weave Premier League winners Leicester into its ‘disruptive’ marketing strategy for 2017.
While the first season of Nissan’s sponsorship of the UEFA Champions League was all about building up the car brand’s social media presence, the second is about increasing engagement levels as the car marque looks to build a long-term association with the competition.
Having just announced an eight-year deal with the International Cricket Council to sponsor tournaments such as the Cricket World Cup through to 2023, Nissan Motor GB’s marketing communications manager Marc Palmer says cricket will allow the car brand to connect with a “uniquely diverse” audience.
The Cannes Lions Festival might seem like one giant party for the marketing industry but from how brands are using data to be more creative to why diversity in the people behind the creative is so important there was also plenty for marketers to take back to their teams.
Sponsors Adidas, Nissan and Heineken will use the Champions League Final on Saturday (6 June) to push inclusivity and innovation messages as they look to take advantage of the global audience for the event in Berlin.