Chinese brands find fans through football tie-ups
Chinese brands are boosting credibility in Western markets through strategic partnerships with European football clubs.
2016 was the year Chinese brands prospered in the West
Charlotte RogersFearless, savvy and ambitious, Chinese brands are shrugging off the critics and taking on the European market in a bid to become household names.
How City Football Group is connecting fans with technology
Jonathan BaconCity Football Group (CFG), the parent company of Manchester City FC and three other clubs globally, last month announced a major technology deal with cloud software firm SAP. Marketing Week’s Jonathan Bacon attended the announcement at the City Football Academy in Manchester to hear how technology will underpin CFG’s ‘family of clubs’ business model and its future fan engagement activities.
Football’s most innovative business model
Jonathan BaconSince its 2008 takeover by Abu Dhabi investors, Manchester City has established itself not only as one of English football’s most successful clubs but also its most exciting brand, forming a unique ‘family of clubs’ to reach new fans around the world.
Critical skill or distraction? B2B marketers on the need to understand AI
Michaela JeffersonHow long AI will be the most critical skill for B2B marketers remains to be seen, but staying on top of the tech and being curious could be the real route to success.
Commercial media consumption falls as public returns to pre-pandemic habits
Grace GollaschDespite the emergence of new channels, the IPA’s 2024 Making Sense report finds people are slipping back into pre-pandemic media consumption patterns.
‘High-performance culture’: M&S marks ‘new beginnings’ with ITV partnership
Amrit VirdiCelebrating the “beginnings of a new M&S”, the retailer is partnering with ITV on a TV show aimed at lifting the lid on its “high-performance culture”.
Why Trinny London is putting its faith in brand and physical stores to fuel its next chapter
Molly InnesTrinny London, the beauty brand launched by Trinny Woodall in 2017, is launching its first permanent store and investing in brand marketing for the first time.