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.
Sports
Attention, attitude, action: How DP World measures a global sponsorship portfolio
Discover how the DP World sponsorship portfolio is measured through its Attention, Attitude, Action framework, linking brand impact to business growth.
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...
