The sponsorship model is broken – here’s how to fix it
Brands need to do something surprising and different as part of their sponsorship strategy otherwise competitors will always know what to expect.
1 Comment
Paralympics 2016: Sponsors’ ‘sporadic’ efforts fail to engage
Thomas HobbsDespite standout campaigns from Samsung and Nissan, many sponsors struggled to create any significant level of discussion around the Rio Paralympics, with one expert questioning their commitment to the event.
Olympics 2016: Team GB on doping and building a modern British brand through partnership marketing
Charlotte RogersTeam GB is turning the traditional sponsorship model on its head, instead forging collaborative brand partnerships, says head of marketing Leah Davis.
‘Being an Olympic sponsor is a disadvantage’ says former Coca-Cola UK marketing boss
Leonie RoderickOutgoing Coca-Cola GB marketing director Bobby Brittain has admitted being an Olympic sponsor isn’t an easy ride despite the brand’s strong performance at the recent Rio Games.
Is an inability to understand audiences holding back women’s sport?
Molly InnesBrands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
Vote for your marketing campaign of 2023: Group stage
Marketing Week ReportersMarketing Week has selected the top 12 marketing campaigns of 2023 and now it’s time to vote for your favourite.
1 Comment
Peloton CMO departs after 11 months to take top marketing job at Verizon
Molly InnesLeslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.
How Sage’s marketing rethink drove a 12% revenue boost
Marketing Week ReportersBy overhauling its approach from B2B demand generation to human-centric brand building Sage changed perceptions, drove sales and improved its ROI.