EXCLUSIVE: Temporal’s CMO on why Premier League sponsorship beat traditional marketing
Temporal’s Chief Marketing Officer, Clair Byrd, shares how the AI tech company assessed marketing options before deciding on sponsorship of Crystal Palace
Global 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 the deciding factor. Almost everyone already knows the Duracell brand. The commercial challenge is convincing consumers that Duracell batteries last longer and are worth paying a premium for.
According to Javier Hernandez Reta, Global...
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 sponsorship value.
That was exactly the case at Sponsorship Masters in London on 11th June, where more than 50 brand and marketing leaders gathered to debate the strategies that break through an increasingly crowded landscape and turn...
Revealed: Premier League Fair Market Sponsorship Values 2026
Tottenham and Chelsea suffer major sponsorship value declines as the Premier League market takes shape in the post-gambling era
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 screens, making it harder than ever for brands to participate in moments that genuinely unite the public at scale. For BT, that is precisely what made UEFA EURO 2028 impossible to ignore.
The telecommunications giant, which recently refreshed...
