Sport sponsorship continues to generate jaw-dropping amounts of money. Japanese ecommerce platform Rakuten recently signed a $60m (£46m) three-year deal to have a 2.5 inch logo patch on the shirts of NBA champions the Golden State Warriors.
However, a more holistic and far less brash approach has been the starting point for some of the best partnerships over the past 12 months.
At a time when athletes are becoming increasingly socially aware (or perhaps, more accurately, at a time when they are allowed to be), the culture around sport and the way a sport crosses over into a culture has provided partners with a more stimulating space, one that allows them to engage in conversations around inclusivity and identity.
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