How are marketers preparing for the World Cup?
Molly InnesThe World Cup is just a few months away – but for brands looking to target the lucrative football audience there are many considerations in play.
‘Real, raw, risky’: MotoGP’s top marketer on building a brand with ‘cultural relevance’
Emily ManockMotoGP is on a mission to establish the motorsport as a “rock and roll” brand as it looks to ingrain itself into sports culture and appeal to a wider audience.
‘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.
How Paddy Power brought ‘mischievous’ energy to the festive season
Marketing Week ReportersTapping into the joy and heartbreak of football fandom, Paddy Power’s Christmas ad debut drove record consideration and increased revenue.
The Marketing Week Podcast: Formula E CMO on why team culture is key to scaling
Molly InnesIn the latest episode, we dig into how Formula E is approaching growth and team culture with CMO Ellie Norman.
Former Sky Sports marketing boss joins Dazn
Molly InnesDave Stratton is joining the sports and entertainment platform as executive vice-president of marketing.
Sky Sports’ Halo took ‘test and learn’ too far, but shutting it down wasn’t the answer
Molly InnesThe failure of Sky Sports’ female-focused TikTok account Halo felt inevitable, but shutting up shop rather than iterating was a mistake.
The Marketing Week Podcast: Inside Adidas’s brand revival with VP of brand activation Roy Gardner
Molly InnesIn the latest episode, we dive into how marketing helped fuel Adidas’s brand revival.
‘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.
Adidas ups marketing investment 10% as revenues surge
Molly InnesAdidas’s continued investment in brand across campaigns, partnerships and sports is helping to fuel strong financial results.
NFL team Minnesota Vikings on how it fosters a lifelong customer journey
Josh StephensonCMO Martin Nance explains what brands can learn from the way sports teams interact with their fans.
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.
Flutter Entertainment promotes Michelle Spillane to MD of Paddy Power Online
Grace GollaschFlutter UK and Ireland, owner of Paddy Power, has promoted Michelle Spillane from MD of marketing to MD of Paddy Power Online.
‘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.