Adidas’s partnership with Stonewall FC could be a game changer
Matt BarkerBy linking up with a non-league football team, Adidas is proving that the strongest stories are not always told by the best players.
Cadbury and the National Trust end 13-year Easter egg hunt deal
Molly FlemingThe £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.
‘We have to be a brand that does not just tells’: BT kicks off FA sponsorship strategy
Sarah VizardThe telecoms firm is introducing its 4-3-3 sponsorship strategy in a deal it hopes will leave a lasting legacy in football and beyond.
Top marketers pledge to take women’s sport to the ‘next level’
Charlotte RogersThe Women’s Sport Trust is pairing marketers from Sainsbury’s, Disney and Facebook with female athletes in a bid to amplify the message around women’s sport.
Heineken pushes non-alcoholic beer in James Bond ad
Molly FlemingHeineken is using it’s 20-year partnership with James Bond to challenge preconceptions about non-alcoholic beer and boost growth.
British American Tobacco strengthens F1 tie-up amid challenges off the track
Matt BarkerAs McLaren’s new principal sponsor, BAT wants to leverage its relationship with F1 to promote its ‘potentially reduced risk products’, as regulations tighten both on – and off – the track.
Trends 2020: Sports sponsorship takes a deeper dive
Matt BarkerRecognising that the future of sports sponsorship has moved beyond megastar athletes performing tricks in front of devoted fans, brands are increasingly turning to the grassroots to tell more engaging stories.
Airbnb inks first major global sponsorship with Olympics deal
Molly FlemingAirbnb is promising to make the Olympics the “most inclusive, accessible and sustainable yet” as part of a nine-year deal that aims to boost its reputation before going public.
Toxic sponsorships: How brands are avoiding partnership pitfalls
Matt BarkerSponsorships have hit the headlines in recent weeks with high profile arts organisations coming under intense pressure to drop partners deemed to have ‘toxic’ reputations. Done right, however, and sponsorships can provide a solid platform for long-term success.
All-female motorsport W Series revs up its pursuit of sponsors
Matt BarkerAttracting the right brand partnership will be crucial if W Series wants to cement its status as the home of female motor racing as the tournament gears up for its second season.
Rugby World Cup: How brands are engaging a new wave of fans
Erin LyonsAs the sport welcomes a host of new fans, it creates an opportunity for brands looking to tap into the buzz around the Rugby World Cup in Japan.
Women’s football must value match days to capitalise on post-World Cup buzz
Charlotte RogersWhile brands from Visa to Coca-Cola fought for a piece of the women’s football action during the summer’s World Cup, now is the time for clubs to capitalise on the attention to achieve a sustainable future.
O2 champions Japanese culture in England Rugby campaign
Erin LyonsThe marketing campaign taps into Japan’s unique cultural identity while heroing England’s symbol, the red rose, but the mobile giant is determined to ensure it doesn’t “fall into” easy stereotypes.
What to do if you’re priced out of sports sponsorship
Harry LangThe price of Premier League football sponsorship has become prohibitive for most brands, but women’s sport and lower-league teams represent an opportunity to build awareness and advocacy.