Richard Scheer on Verizon’s soccer sponsorship strategy and the 2026 FIFA World Cup
Verizon’s soccer sponsorship is helping the brand connect with a new generation of fans in a pinnacle period of growth for soccer in the US
How PostNL used cycling sponsorship to power employee engagement
Often overlooked, sponsorship can be a powerful tool for employee engagement. Here’s how PostNL made it work.
Beyond impressions: Measuring sponsorship ROI in real sales
Sponsorship ROI. It’s the one thing that matters most to a CFO and the one thing the sponsorship industry has struggled to prove for decades.
For decades, return on investment in sponsorship has been defined in terms of visibility. Logo impressions, media equivalency scores, brand recall. All are useful in their own right, but all are limited when used to prove...
Why Marathon sponsorship became the cornerstone of TCS’ global brand strategy
When Tata Consultancy Services (TCS) first dipped its toe into marathon sponsorship back in 2008, few could have predicted just how central running would become to the company’s global brand story.
At the time, TCS’ sponsorship strategy was spread wide across cricket, Formula 1, cycling and more. However, as Abhinav Kumar, Global Chief Marketing Officer at TCS, recently...
Is the IPL the world’s most underrated sponsorship opportunity?
Opinion: Vipul Londhe, Luscid.
"The IPL isn’t just cricket — it’s culture. Now 18 seasons in, India’s biggest sporting event has gone global. What began as a regional phenomenon is evolving into one of the world’s most powerful commercial sports leagues, with growing international viewership and sustained brand interest. Smart marketers are recognising the long-term...
