Win at Sponsorship

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,...