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.
Sports
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
Kia’s Marketing Director, Steve Hicks, on how the brand builds long-term value through partnerships
Kia’s Marketing Director shares how and why the brand has chosen to build a long term partnership in cricket rather than chase new audiences
Howden’s Rachel Woodward on the power of hospitality in B2B sponsorship
For B2B brands, the ability to foster new relationships while strengthening existing ones is a key driver of growth. Sponsorship, and the hospitality it provides, is becoming an increasingly powerful platform for doing exactly that. By bringing clients, partners and colleagues together in relaxed, memorable environments, it creates the conditions where trust develops and...
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 the Grand National, Epsom Derby and Royal Ascot, fast approaching. Horse racing is about to enjoy its annual burst of mainstream attention.
For many brands, that is where the opportunity begins and ends.
They look at the big...
