‘Intangible magic’: Why Guinness is investing in women’s football
Molly InnesWith Guinness back on the front of a football shirt after three decades, sports partnerships lead Jamie Brooks explains why it chose Bristol City Women for its return.
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Guinness on using its London ‘brand home’ to ’embrace’ new and existing consumers
Niamh CarrollGuinness is confident its new brand home in London can act as a recruitment driver for the brand, as well as bringing existing consumers closer.
‘Not a random tactic’: B2B marketers on ‘mapping’ events to the full funnel
Emily ManockClaiming events are “more important than ever”, B2B brands explain how they map their event portfolio to “every stage of the funnel”.
‘Maniacal about measurement’: AIA’s global CMO on its long-term partnership with Tottenham Hotspur
Molly InnesAs AIA prepares to shift from Spur’s front-of-shirt sponsor to training kit partner, global CMO Stuart Spencer explains how its 13-year partnership is helping redefine the insurer’s brand.
Why sponsorship needs an effectiveness revolution
Rory NatkielSponsorship is growing fast, but understanding of its business effects is stuck in the dark ages. The newly launched Sponsorship Effectiveness Forum aims to change that with industry-agreed standards that put sponsorship at the top of the marketing agenda.
Red Roses victory described as ‘watershed moment’ for women’s rugby sponsorship
Molly InnesWith a record-breaking peak audience of 5.8 million viewers for the Women’s Rugby World Cup Final, brands are urged to lead the continued growth of the sport by getting involved in domestic competitions at every level.
‘You can’t empower people if you can’t reach them’: Inside Here We Flo’s partnership with Chelsea FC Women
Molly InnesPeriod care brand Here We Flo is partnering with Chelsea FC Women in a bid to tackle stigma and raise brand awareness as it looks to grow through sport sponsorship.
AB InBev and Netflix form brand partnership to create ‘deeper experiences’
Niamh CarrollThe two businesses have described the partnership as “unprecedented” in terms of the global reach and scale of activations.
‘Meeting of minds’: Mastercard on ‘advancing the business’ through Formula 1
Amrit VirdiLooking to move on from a “1990s way of thinking” about sponsorships, Mastercard wants to take its tie-up with McLaren Racing to a “different level”.
‘David vs Goliaths’: One B2B challenger on why its ‘Avant-Garde’ approach is paying off
Emily ManockEmbracing fun over fear, Dope Security explains how creating a cybersecurity video game helped drive a 765% spike in web traffic.
‘The platform the Red Roses deserved’: Inside O2’s biggest women’s rugby campaign yet
Molly InnesWith O2 now investing equally in men’s and women’s rugby, brand boss Rachel Swift outlines plans to elevate the game and its commercial impact.
Guinness on taking its Premier League partnership ‘from association to meaning’
Niamh CarrollSince it kicked off its Premier League sponsorship, Guinness has become the number one beer for the football watching occasion in the on-trade, but its ambitions are much longer-term, as it looks to drive a deeper connection with the sport.
Fintech brand Sokin on the ‘credibility’ it gains from sports partnerships
Josh StephensonAs well as announcing a partnership with Manchester United, fintech brand Sokin has also launched a new brand campaign to build awareness and credibility.
‘A catalyst’: Revolut’s CMO on marketing’s role in a ‘product-led’ business
Molly InnesMarketing should never tell “the product team what to build, it should always be the other way around”, argues Revolut CMO Antoine Le Nel.