Sports

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...
Sponsorship Masters: Brand leaders debate what really drives sponsorship value

Sponsorship Masters: Brand leaders debate what really drives sponsorship value

Jun 25, 2026 |

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...
Data driven sposnsorship