Sports branding and sponsorship is a multimillion-pound industry, with enormous budgets and armies of talent brought in to make sure projects progress smoothly. It can be difficult to envisage a time when this was not the case, but things were very different until relatively recently.
Determined to amplify the voices of female athletes ahead of the Tokyo Games, yoghurt and desserts brand Müller sees the return of sport as central to creating a sense of “exciting normality” post-Covid.
A digital-led marketing approach is opening up new channels for the International Olympics Committee, allowing it to reiterate its values ahead of the postponed Tokyo 2020 Games.
Pushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
WK Kellogg Co’s chief growth officer claims the company’s new marketing model will drive effectiveness and efficiency.
Marketers never truly know their influence over demand, but for B2B brands what’s more important is choosing the types of revenue to go after.
Marketers are under pressure to make their resources go further, with 47.7% experiencing tighter budgets in the last 12 months.
Identifying a “huge opportunity” for growth as a total beverage company, Coke is using granular consumer insight to dictate investments, explains CEO James Quincey.