Home to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.
Amid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
The ecosystem of endorsements and ambassadors is becoming larger and more complex, but a marketplace approach can help brands find the right fit
A global partnership between Tata Consultancy Services and Jaguar Land Rover hopes to accelerate the development of electric vehicles and help both brands rev up their sustainability agendas.
At the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign
Linking with brands, such as Country Life and Tesco Clubcard, allows both English Heritage and its partners to increase awareness, reach new customers and generate incremental revenue.
Recipe box brand Gousto is returning to live experience events this month with the launch of ‘Flavourlust’, a London-based event to promote its new street food range.
As the dust settles on the abandoned European Super League revolt, Tom Dougherty, MD at Unrvld, a new digital agency launching today, predicts this won’t be the last time we see major sports brands attempt to go OTT.
Despite getting off to a bumpy start thanks to a riot in Dublin, Green Flag’s £4m push to become the debut sponsor of the England football team paid off in brand awareness during Euro 96 and beyond.
Our trusty columnist has been away for the past 10 weeks teaching the Mini MBA in Marketing and Mini MBA in Brand Management to 3,000 marketers across more than 40 countries. With class over and fresh from winning the PPA Columnist of the Year award, he returns with his own take on the Ronaldo Coca-Cola incident.
Experiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
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.
Spanning chains from Ibis to Fairmont, the Accor hotel group is hoping to capitalise on pent-up demand for leisure travel with a global campaign and wider shift to everyday relevance for its 68 million loyalty members.
The postponement of the Tokyo Olympics and Euro 2020 tournament may have given sponsors time to rethink and restrategise, but a year on they want sports fans to start believing the hype.