Duracell’s Global CMO on why perception matters more than visibility
When shoppers stand in the battery aisle deciding between Duracell and a cheaper supermarket own-brand alternative, awareness is rarely the deciding...
Planning
Topics covering how to select the right partner and plan high-impact sponsorship campaigns.
Duracell’s Global CMO on why perception matters more than visibility
When shoppers stand in the battery aisle deciding between Duracell and a cheaper supermarket own-brand alternative, awareness is rarely...
Cultural moments to commercial outcomes: The strategy behind BT’s EURO 2028 sponsorship
The media landscape is fragmented. Audiences are dispersed across streaming platforms, social media channels, creators, and second...
JM Finn and Surrey: Proof that sponsorship value compounds
Long-term value beats new audiences. There is always a pull in sponsorship towards the new: new audiences, new platforms, new sports. More...
Jo Redfern on which audience assumptions no longer hold and what sponsors must do about it
Jo Redfern shares how audience media consumption behaviour is changing, which audience groups are shifting where and how quickly.
Specsavers’ Neil Liddle on why the best sponsorships start with a clear objective
Sponsorship is exciting. Consequently, it is very easy to get drawn in by the idea of your brand being linked to a major sporting moment....
Going the distance: Why racing’s true sponsorship value lies beyond the big festivals
The racing festival season has kicked off with Cheltenham Festival, and the next four months will see major races and festivals, including...
