Win at Sponsorship

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...