The great Canadian sponsorship squeeze
There are few things the Commercial Director of a sports team enjoys more than announcing a new sponsorship. So, when a good friend who has spent...
Activation
Best-in-class case studies and examples of brands that have successfully leveraged and activated sponsorship campaigns
The great Canadian sponsorship squeeze
There are few things the Commercial Director of a sports team enjoys more than announcing a new sponsorship. So, when a good friend who...
Sponsorship Masters: Brand leaders debate what really drives sponsorship value
What happens when you put 50 experienced sponsors in a room? The conversation quickly moves beyond theory and into what really drives...
How Continental Tyres is building brand consideration from the grassroots up
For Continental Tyres, sponsorship is not just about visibility. In a category where consumers rarely think about tyres until they...
Are we entering a fifth phase of sponsorship? MSQ’s Steve Martin thinks so
Sponsorship has never stood still. It has evolved in clear phases, each adding a new layer of sophistication to how brands engage...
Lidl and UEFA: When a sponsorship works, have the conviction to go all in
A partnership that's truly aligned and delivering fully against brand objectives is hard to find. If you're lucky enough to achieve one,...
Exclusive: Callaway Golf’s Chris Gregg on why brand first beats product first in a crowded market
Callaway has prioritised brand over product to stand out in a crowded market, we spoke to Marketing Director, Chris Gregg to find out why
