Two years into its four-year deal to sponsor the UEFA Champions League, Japanese car marque Nissan is looking to weave Premier League winners Leicester into its ‘disruptive’ marketing strategy for 2017.
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.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
