Best Practice

Building authenticity: The power of longevity in sponsorship strategy

Sep 10, 2024 | Planning

For brands with no prior sponsorship experience, the challenge of establishing authenticity can be daunting. How can a company that has never sponsored a sport or event suddenly claim to be a passionate supporter? This dilemma is common, and while it may seem daunting, the potential rewards of sponsorship—enhanced brand awareness, increased market stature, new business...

Irene Gowing on growing brand awareness: “Sponsorship is a long-term play”

Jul 26, 2023 | Activation

In this interview, we spoke with Head of Brand, Sponsorship and Consumer PR, at Bord Gáis Energy, Irene Gowing about sponsorship with the GAA.

Peloton is fuelling its bold rebrand by sponsoring Liverpool FC

Jul 19, 2023 | Activation

In this article, we look at how Peloton’s rebrand has aligned with their recently announced sponsorship of Liverpool FC.

Michelle McLeod and Helen Chomczuk on Baillie Gifford’s sponsorship of the Edinburgh International Book Festival

Jul 10, 2023 | Activation

In this interview, we spoke with Michelle McLeod, Sponsorship Manager at Baillie Gifford and Head of Development of the EIBF, Helen Chomczuk.

How alcohol-free beer sponsorships are boosting brand relevance

Jul 6, 2023

In this article we take a look at how non-alcoholic beer sponsorship is speaking to audiences without shedding brands’ core principles.

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Data driven sposnsorship

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