F1 as a platform to accelerate growth in Latin AmericaBranding and sales integrated into the same activationReal-time emotion connected with immediate consumption McDonald’s is looking to accelerate its business across South America. With 2,520 restaurants in 21...
Many careers in sports marketing get stuck for one reason: lack of optionality. I recently met a friend from the sports business world. He’s the CEO of a Spanish football club. Our talk reminded me of an essential skill across all levels. A skill that I now realise...
Integration of brand building and product activation at scalePromotions and prizes as key levers to drive consumer actionWinning means owning consumption moments, not just visibility 01 Challenge Imagine you run Coca-Cola’s sponsorships, one of the World Cup (1978)...
Global sponsorship roles now demand measurable business impactEnd-to-end partnership leadership is becoming essentialTrack record and strategic thinking reduce board-level risk HP recently opened a vacancy for a Corporate Sponsorships Director. A dream job for many:...
Exclusivity becomes valuable when it’s intentionally designed for the brandSamsung transformed a medal ceremony into a global product showcaseThe best sponsorships don’t interrupt, they power moments Exclusive rights differentiate great contracts from good ones. Not...
Long-term sponsorship beats short-term pressure Creativity and consistency delivered £1bn in salesGuiness created the “Made of More” brand platform Big, long and consistent campaigns win. But short-term pressure keeps pushing marketers to constantly change what...
AI is expected to generate up to 90% of content by the end of the year. Shorter, flatter and more artificial posts. Today, content saturation and market maturity are slowing down the growth of social platforms. Users want less fake content and more real, human...
AI is set to consolidate as a transversal technologyThe World Cup and the Premier League at the centre of the gameMore clubs, more properties and less attention available 2026 will be an intense year for sponsorship. Winter Olympics, FIFA World Cup, AI partnerships,...
Sponsorship risk doesn’t start at activation, it starts at signatureAFA and FC Barcelona show why reputation can outweigh revenueStrong due diligence is a strategic, not only legal, decision Terminating a sponsorship earlier is painful and expensive. Money, effort and...
Sponsors are already in execution modeHow Unilever plans to activate the World CupAt least 10,000 creators will be hired The World Cup year has arrived. Most sponsors have already defined how they will activate the event and how much they will invest. Agencies,...
AI chatbots are scaling fast and becoming platformsSponsorship is a new way for AI to stand out in sportSports properties gain a powerful new commercial category AI chatbots have quickly become indispensable for millions of users. Processing 2.5 billion prompts every...
Ideas are only the starting pointExecution defines effort, resources and resultsGreat projects are built in the process, not in the pitch For the final post of 2025, a reflection based on what I experienced this year. Ideas are overvalued. We tend to see projects as...
How health concerns have reshaped sponsorship in sportWhy social media platforms may face similar restrictionsThe role of sponsorship in protecting young audiences Society shapes sponsorship. Over the past decades, companies from the tobacco, alcohol and gambling...
Revolut isn’t just another tech company investing in sports. It’s a tech disruptor, fully integrating into partners’ operations. Supplier payments? Revolut.Ticketing platform? Revolut.Merchandise checkout? Revolut.Staff credit cards? Revolut. With deals in F1, NBA and...
Q4 is stressful for most companies. CMOs need to get their marketing plans and budgets approved, including sponsorships. It’s also when CEOs and boards raise their expectations on Marketing, adding even more pressure to deliver. In recent years, that pressure has only...
Heineken leaves the Champions League after 30 years AB InBev strengthens its mega-platform strategy (FIFA, IOC, UCL)Opportunity for premium brands and more consumption moments It’s just business. After three decades, the Champions League is set to have a new beer...
Sponsorship has evolved from visibility to value and experienceEach era reflects cultural, technological, and consumer changesThe future belongs to brands that create real connection and innovation Sponsorship is a reflection of society, showing how brands seek to...
Audi enters F1 aiming to turn Sauber into a winner by 2030Technology, scale and power are commercial driversWith Revolut, Adidas, and BP, Audi strengthens innovation to F1 The waiting is over. After three years of preparation, the German automotive giant Audi will...
Technology is leading sponsorship by driving fan relevance and business impactGoogle and LA28 are creating a connected, AI-powered Games experienceSponsors are becoming solution partners, not just brands Sponsorship is a marketing tool used by most brands worldwide....
Digital is king: 61% of the budgetSponsorship: classic vs digital modelResults: creativity drives engagement To close a sponsorship, it’s necessary to design a proposal that fits the company’s marketing strategy. The product we sell is not the sports property itself,...
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