Sports

BMO’s soccer sponsorship shows authenticity is earned, not activated

BMO’s soccer sponsorship shows authenticity is earned, not activated

Sep 15, 2026 |

Every sponsor wants to be authentic. They want fans to believe they understand their passion, share their values and have a genuine reason for being there. The problem is that authenticity isn't something a brand can simply claim. Fans are increasingly savvy. They can tell the difference between a sponsor that has invested in something they care about and one that has...
The great Canadian sponsorship squeeze

The great Canadian sponsorship squeeze

Aug 24, 2026 |

There are few things the Commercial Director of a sports team enjoys more than announcing a new sponsorship. So, when a good friend who has spent years managing sponsorships for a major brand recalled the email she had received that morning, sent to her and all the club’s existing sponsors, which read, “Great news, we have a new sponsor joining the club”, her reaction was...
Duracell’s Global CMO on why perception matters more than visibility

Duracell’s Global CMO on why perception matters more than visibility

Jun 30, 2026 |

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...
Data driven sposnsorship