Following its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
The video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
Live music experiences are places where brands can literally surprise and delight fans, so long as they are in tune with their euphoria and make the most of the marketing opportunity by starting early, while fans are in the discovery and planning phases.
Determined to support survivors of online harassment, Refuge used social media to drive legislative change and generate £1m in ‘social value’.
A carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
Reflecting on its community-focused tie-up with Vista, Liverpool FC claims to have “advanced massively” in the way it measures the effectiveness of its sponsorship deals.
Budweiser is one of the key brands sponsoring the World Cup, but a last minute decision to ban alcohol in Qatar’s stadiums may leave it questioning the future of the partnership.
FIFA partners such as Coca-Cola, Visa and Adidas should have taken themselves out of the game, rather than sanitise the image of a tainted tournament.
Athletes are increasingly in demand for brand endorsements, which means marketers need a complete view of the talent market to seize the right opportunities.
The accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.
Corona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
England’s 2 – 1 victory over Germany to clinch the nation’s first Euros win – in either the men’s or women’s game – was watched by record-breaking TV audience of 17.4 million.
Attracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
The “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
Home to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.