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.
Q4: Pressure, promises and negotiations for CMOs
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 x AB InBev: a €200m shift in the Champions League
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...
The four waves that shaped modern sponsorship
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 F1 Team: here to disrupt the racing business
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...
Google and LA28: tech partners take the lead in sponsorship
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....
Marketing budget 2025: digital is priority
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,...
Your job is not to sell, it is to help buy
The job is to help the sponsorship manager defend the projectRelationships are key to project approvalStrong relationships are built on transparency and support Your job is not to sell sponsorship, it is to help buy an idea. It is about supporting the sponsorship...
The NFL’s sponsorship playbook
Solutions-first partnerships that add valueTruly tailor-made deals for each sponsorLong-term partnerships driving credibility and ROI The NFL started the 2025 season with a record 43 sponsors. The NFL’s league and team sponsorship revenues reached USD 4.29 billion...
Sponsorships that don’t work: who’s to blame?
A sponsorship without focus becomes an expenseBoth sponsor and property drive successClear goals and dialogue make impact possible “Our sponsorship isn’t working. My return is only $0.50 for every dollar invested.” In this real story, the sponsor claimed that the...