From empowerment to performance: Why brands need to shift the narrative around women’s sport
Charlotte RogersBrands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.
Inside Paddy Power’s campaign to ‘call bullsh*t’ on football shirt sponsorship
Charlotte RogersPaddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.
Leaving a legacy: Why brands are going back to the grassroots of women’s sport
Charlotte RogersIf brands are serious about closing the gender gap in sport they should start by challenging the cultural barriers at a grassroots level.
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.
Why Green Flag is embracing its challenger brand status
Charlotte RogersCelebrating 25 years as a challenger brand, Green Flag wants to define its purpose and focus on its heritage as it looks to take on breakdown’s big beasts.
Paddy Power kicks off Premier League season with ‘killer’ content push
Charlotte RogersFresh from the launch of its ‘Save our Shirt’ campaign, Paddy Power is ramping up its investment in content in a bid to win the hearts and minds of football fans nationwide.
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Women’s sport has now reached the sponsorship tipping point
Tanya JosephWomen’s sport is prime territory for brands that want to be associated with top-class players who people care about and who are getting media attention.
‘You can’t live in one channel’: Why festivals must look beyond social to survive
Charlotte RogersHeavily reliant on social media marketing and increasingly in search of data insights, festival brands are investing in creativity as they look to capture a greater share of consumer time and attention.
‘It’s much easier when you win’: How NatWest rode the rollercoaster of England’s Cricket World Cup triumph
Sarah VizardNatWest picked the right time to be the main sponsor of England cricket after both the men’s and women’s teams won the World Cup, with sport sponsorship playing a key role in turning around perceptions of the brand.
Vitality on its Netball World Cup sponsorship: We won’t take a cookie-cutter approach
Erin LyonsThe health insurance provider says its challenger status means it can take a “nimble and innovative” approach into its sponsorship of the Netball World Cup, but it must ensure it remains reactive and responsive.
How brands can level the playing field for women in sport
Charlotte RogersAn unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
How Man City is building an ecosystem around ‘under-served’ women’s football
Erin LyonsManchester City already sees women’s football as a “strategic investment” ripe for innovation, but a new report reveals a major barrier lies not only in speaking to, but also reaching, a new wave of fans.
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Charlotte Rogers: Love Island may be a ratings hit, but it’s a brand risk
Charlotte RogersThis summer’s biggest show on TV may give brands unprecedented access to the millennial market, but with concerns around mental health support and a lack of body diversity, is the risk as high as the ratings?