While the first season of Nissan’s sponsorship of the UEFA Champions League was all about building up the car brand’s social media presence, the second is about increasing engagement levels as the car marque looks to build a long-term association with the competition.
Having just announced an eight-year deal with the International Cricket Council to sponsor tournaments such as the Cricket World Cup through to 2023, Nissan Motor GB’s marketing communications manager Marc Palmer says cricket will allow the car brand to connect with a “uniquely diverse” audience.
With the UEFA Champions League final taking place this weekend, we caught up with Ann Cairns, MasterCard’s president of international markets, to discuss the power of sponsorship, innovation and the importance of marketing within the company.
The growth of direct-to-consumer brands is not just about the flight to ecommerce during Covid, but also offering convincing answers to consumers’ questions.
The sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
We round-up the biggest news from the week including UKTV’s ambitious brand revitalisation, how Häagen-Dazs is capitalising on its momentum by doubling digital investment and your chance to vote for the Brand of the Year.
Rather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.