Win at Sponsorship
Selling and activating sponsorship is hard. I share learnings, strategies and case studies.
Former CBF Commercial and Marketing Manager, currently at Iberdrola Brazil.
A day in the life of a CMO
What is life like for the CMO we're trying to convince? To sell sponsorships, it's important to understand the other side. Their problems, goals and challenges. The truth is that a CMO's day-to-day life has little to do with what we imagine. They spend little time on...
Much more than selling flights
Airlines are expanding their sponsorship investments as travel demand and competition growMajor sports partnerships strengthen brands and attract passengersBeyond commercial returns, governments seek international reputation and influence English football has set a...
Just Eat x UEFA: priorities change
A marketing director at a well-known brand told me how her budget was cut by 20% during 2026. The reason? The company needed to reduce costs to meet its profit target. The data shows the greatest instability in marketing budgets since the pandemic. Today, they...
The regional sponsorship that never happened
In sponsorship, ego is part of the game. And I’m not just talking about the CEO’s ego, but our own. It can give us extra motivation to close deals, but it can also push us into signing bad contracts. Being able to pause and think clearly can make a huge difference in...
McDonald’s x Formula 1: transforming emotion into sales
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...
A CEO’s career advice: maximise your optionality
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...
Coca-Cola x FIFA World Cup: what’s the plan?
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)...
HP’s Sponsorship Director: what does it take?
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:...
Samsung x Winter Olympics: owning the podium
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...