The B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
Weetabix’s marketing lead Francesca Theokli on why a breakfast cereal sponsoring football makes more sense than you’d think – and why marketers hold the key to navigating the economic downturn.
New research shows industrial companies make up most common sector sponsoring teams across football, rugby and cricket – but gambling firms remain inextricably linked to football.
After a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
Following its latest collaboration with fashion brand Balmain, Danone Waters’ top marketer shares the benefits of cross-brand partnerships and why it has a responsibility to “push the sustainability agenda”.
The video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
Live music experiences are places where brands can literally surprise and delight fans, so long as they are in tune with their euphoria and make the most of the marketing opportunity by starting early, while fans are in the discovery and planning phases.
A carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
Reflecting on its community-focused tie-up with Vista, Liverpool FC claims to have “advanced massively” in the way it measures the effectiveness of its sponsorship deals.
Budweiser is one of the key brands sponsoring the World Cup, but a last minute decision to ban alcohol in Qatar’s stadiums may leave it questioning the future of the partnership.
FIFA partners such as Coca-Cola, Visa and Adidas should have taken themselves out of the game, rather than sanitise the image of a tainted tournament.
Athletes are increasingly in demand for brand endorsements, which means marketers need a complete view of the talent market to seize the right opportunities.
The accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.
Corona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
England’s 2 – 1 victory over Germany to clinch the nation’s first Euros win – in either the men’s or women’s game – was watched by record-breaking TV audience of 17.4 million.