Coca-Cola’s Elodie Peribere on the changing behaviour of fans and how brands must adapt
Coca-Cola’s Elodie Peribere on adapting to a new era of football fandom and meeting fans where they are.
National Campaigns
EXCLUSIVE: ClearScore CEO Justin Basini on football, financial well-being and the company’s biggest sponsorship to date
ClearScore has re-entered the world of football sponsorship with a major new partnership spanning both the Emirates FA Cup and Adobe Women’s FA Cup, marking the most significant marketing investment in the company’s history.
For a business built on financial empowerment, the move signals more than brand visibility, it’s about using football’s reach to drive real-world...
What Spotify’s Barcelona takeover tells us about budget allocation
Is it better to spread your investment across multiple teams or pour all your resources into one perfectly aligned partner?
Big sponsor or small sponsor? Why smart brands back agencies, not assets
New sponsors often fall into the trap of believing that bigger automatically means better. The instinct is to partner with the most recognisable team or event the budget allows, to buy into scale, prestige, and visibility. But in sponsorship, size does not equal success.
Big-name rights holders deliver reach and enhanced stature, but they rarely produce results without...
Media value vs market value: How to correctly price sponsorship
For decades, media value has been the go-to measurement for the sponsorship industry. The rise of AI-driven logo capture technology has only reinforced this reliance, delivering increasingly precise counts of how long and how often a brand is visible. Within its own boundaries, media value remains an excellent tool for benchmarking one sponsorship against another and for...
