Budweiser celebrates the return of football with new ‘Whassup’ ad
Sarah VizardThe beer brand is shifting the focus of its sponsorship of the Premier League to the fans at home as football returns to TV screens.
Why sponsors are playing the long game as live sport restarts
Matt BarkerThe cancellation of major sports competitions due to Covid-19 has forced brands to rethink their strategies. While some struggled to adjust, others saw possibilities for a different approach to storytelling.
Esports is a huge but immature industry that needs to grow up fast
Harry LangComputer gaming could soon be the world’s most popular spectator sport, but to ensure sustainable growth and brand-safe sponsorship opportunities, it needs to tackle grey areas around gambling.
How Cadbury went on the hunt to grow Creme Egg sales
Charlotte RogersBuilding on the success of the Creme Egg Hunting Season, Cadbury decided to up the ante in 2019 by joining forces with the likes of Unilever and LVMH in a bid to drive sales.
‘Better than Vegas’: How Sainsbury’s used a Christmas-themed trolley tunnel to boost sales
Ellen HammettIt started with an unsuspecting trolley tunnel in Bude and ended with a 276% increase in social share of voice and a marriage proposal that went global.
Arts marketers go digital to forge a legacy beyond lockdown
Matt BarkerBy embracing innovative technology and ideas, arts organisations are finding new ways to survive the lockdown and build engagement for the future.
Cannes Lions cancels 2020 awards and festival
Sarah VizardThe festival’s organiser says that, with the industry “in turmoil” due to the coronavirus pandemic, it has made the decision to cancel this year’s event altogether.
Sport in lockdown: Why brands are looking online for answers
Matt BarkerWith traditional live sporting events on hold during the coronavirus crisis, action-starved fans are turning to esports for their competitive fix. Now sponsors and broadcasters are taking note.
Olympics postponement brings new opportunities for sponsors
Matt BarkerPushing back the Games to 2021 is a challenge for sponsors, but it also means they have another year to prepare for one of the world’s greatest sporting events.
Sponsors’ plans in disarray as Olympics postponed
Matt BarkerSponsors will need to devise a new strategy as the International Olympic Committee finally postpones Tokyo 2020 amid the worsening Covid-19 pandemic.
The only limit in the experience economy is your imagination
Luke D'ArcyAs experiences become the main currency between brands and consumers, marketers need to shift what they offer from materialism to meaningfulness.
How one brand used AI to reinvent the Tour de France
Charlotte RogersB2B data tech specialist NTT used the power of machine learning to reinvent the Tour de France for a new audience.
‘Most sports brands got stuck in a competitive mantra’: Why Parkrun just signed its first sports sponsor
Sarah VizardThe community running organisation has signed up its first sports sponsor in Brooks after admitting it was reluctant to bring a sports brand on board due to their focus on elite athletes.
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.