How PostNL used cycling sponsorship to power employee engagement
Often overlooked, sponsorship can be a powerful tool for employee engagement. Here’s how PostNL made it work.
Sports
Beyond impressions: Measuring sponsorship ROI in real sales
Sponsorship ROI. It’s the one thing that matters most to a CFO and the one thing the sponsorship industry has struggled to prove for decades.
For decades, return on investment in sponsorship has been defined in terms of visibility. Logo impressions, media equivalency scores, brand recall. All are useful in their own right, but all are limited when used to prove...
Is the IPL the world’s most underrated sponsorship opportunity?
Opinion: Vipul Londhe, Luscid.
"The IPL isn’t just cricket — it’s culture. Now 18 seasons in, India’s biggest sporting event has gone global. What began as a regional phenomenon is evolving into one of the world’s most powerful commercial sports leagues, with growing international viewership and sustained brand interest. Smart marketers are recognising the long-term...
Toyota and the ECB: A lesson in global sponsorship that drives local sales
Toyota’s partnership with the ECB shows exactly how global partnerships can be activated to deliver local impact and increased sales.
What Emma Raducanu’s Vodafone exit teaches us about sponsorship value
Emma Raducanu’s rise to global stardom was nothing short of meteoric. At 18, she became the first qualifier in history to win a Grand Slam, capturing the US Open and the hearts of millions. Her poise and effortless charisma made her a marketer’s dream and the sponsorship value followed fast. Porsche, Dior, Tiffany & Co., British Airways, Evian, Vodafone. The partnerships...
