Backing both sides: the opportunities and risks of multi-team sponsorship
What happens when a multi-team sponsorship means backing both teams in a final? Or ten players in the same tournament? For Qatar Airways and XTB,...
Best Practice
Practical tips from experienced leaders, academics and agencies to help you make your campaigns more impactful and increase the return on your investment.
Backing both sides: the opportunities and risks of multi-team sponsorship
What happens when a multi-team sponsorship means backing both teams in a final? Or ten players in the same tournament? For Qatar Airways...
Steering through complexity: a global sponsorship strategy for Formula One
When Kaspersky launched its partnership with Scuderia Ferrari in 2010, it wasn’t simply about brand exposure on some of the world’s...
How sponsorship in extreme sports can drive culture-defining partnerships
For brands bold enough to enter the arena of sponsoring extreme sports, the rewards of deep engagement, cultural relevance, and...
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...
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...
