3 lessons from Bud Light’s mismanaged sponsorship campaign
In this article, we assess 3 lessons from Bud Light’s grossly mismanaged sponsorship campaign with Dylan Mulvaney.
AMEX’s sponsorship of Fortnite’s ‘Race To Wimbledon’ is a lesson in authentic video game engagement
We take a look at how brands can leverage their sponsorship through the virtual world to build authentic engagement amongst a hard-to-reach audience.
CEO of Shepherd Neame, Jonathan Neame, on what cricket, Kent, and community mean to their sponsorship
We spoke with CEO of Shepherd Neame since 2003, Jonathan Neame, about the driving forces behind this long-standing partnership.
Qualitative vs quantitative: how Sheffield United and Chelsea’s recent sponsorship activity differs
As the Sheffield club return to the Premier League after two seasons out, senior figures are determined to secure ‘family friendly partners.’
Little fish, big pond: the dangers of overestimating your sponsorship capabilities
When assessing entering a new sponsorship category, businesses face a critical decision: Should they swim with the giants and be a small partner of a renowned event, or dive into uncharted waters as the main sponsor of a smaller team? The choice is far from simple, it requires a thoughtful evaluation of the pros and cons associated with each approach as well as your...
