Brands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.
An unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
If brands are serious about closing the gender gap in sport they should start by challenging the cultural barriers at a grassroots level.
As England’s Lionesses make history by getting to the semi-finals for the second World Cup in a row, Marketing Week reveals the big brand winners of this year’s tournament.
Programmatic ads have benefits for a wide range of objectives. Here are three approaches adopted by different sectors for achieving their specific goals.
Molson Coors CEO Gavin Hattersley said the change in market share in favour of its Coors Light and Miller Lite brands represented a ‘permanent shift’ in the US beer market.
As Tesco raises its profit forecast on the back of easing food cost inflation, its chief executive looks to highlight provenance and loyalty in marketing spend.
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
