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...
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...
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...
Nike and Adidas shift from performance to purposeTaglines reflect Gen Z and millennial valuesBrands compete to connect emotionally Marketing is built on frequency and consistency. Being seen with the same message, over and over—by the right audience. If this formula...
The CEO decides when sponsorship solves real business problemsRelationships and internal alignment are decisive in the negotiationTangible results turn skepticism into advocacy The CEO is the one with the final word. The one who decides whether to sign or drop the...
Coca-Cola engages fans with multiple drinksThe brand connects UK and global audiencesIt follows trends with low- and no-sugar products Coca-Cola has made a bold play in English football. In May, the American giant announced a three-year deal with the Premier League....
A complex decision shaped by culture and timingUS leads, with 60% of top dealsLong-term, costly, high-reward commitment Are naming rights a good investment? Connecting with a city, fanbase or sport can create long-lasting results for companies. Naming rights promise...
Presence in the cycle boosts Games impactOlympic ecosystem integrates brands and servicesPurpose-driven entertainment keep the flame alive This week I had the opportunity to take part in the panel “The Olympics are all year round” at Rio Innovation Week. I shared the...
Global sponsorship works when strategy and local execution go hand in handUnilever combined different categories to activate multiple brands at the Women’s EuroRexona launched five local campaigns based on a global concept, with athletes as protagonists Global and...
Adobe partners with Premier League to elevate digital fan experienceThree pillars: Creativity, Data, AISignals a shift toward DTC sponsorship strategies Deals show where properties are heading. As society evolves, so must partnerships. The LA28 Olympics recently...
Without knowledge, we can’t sell. Above all, knowledge of the person sitting across the table. How can I help this company?What do they really need right now?What’s the available budget? The problem is that, more often than not, we don’t even know what the real issue...
Under pressure from the Trump administration, 80% of US multinationals changed their ESG policies to avoid legal and political risks. This context presents a real dilemma for sponsors of women’s sport: a) Pull back on sponsorships, giving in to political pressureb)...
How many pillars does your sponsorship support? A well-executed sponsorship impacts several areas of the company. Brand, customers, product, distribution channels, technology, relationships, employees or public relationships. It’s useful both for those who sell and...
From 5 to 53 sponsors in seven years. Few sports organisations have scaled this fast while managing such a wide sponsor roster. McLaren Racing is one of them. The only team in the paddock without a title sponsor. Instead, McLaren has three major sponsors: OKX,...
In the world of sponsorship, we usually talk about money, strategy, and results. Rational elements linked to knowledge and technical skills. What is far less talked about – and recognised – is the immense resilience, optimism and effort of the professionals involved....
Since it was announced in 2022, the new FIFA Club World Cup has faced questions about its viability, relevance, and place in the international football calendar. With this move into club football, FIFA aims to establish the tournament as its second most lucrative...
The epic final between Alcaraz and Sinner was the stage for yet another masterclass in sponsorship. A supporter of tennis for over 40 years, Rolex has built a legacy of excellence and tradition. In recent years, luxury brands have increasingly partnered with athletes,...
The sponsor printed on your shirt says a lot about you. About how you position yourself, which audience you reach and what problem you solve. It’s not the same having Bet365 as it is having TikTok. The absence of a sponsor also sends a message. Just like a shirt...
How many times have you been left without an answer? Even from the right contact? Many WhatsApps, e-mails and sales presentations go unanswered. It’s frustrating — especially after so much effort. What’s wrong? We focus on what we say, but not on what they hear. That...
Sponsorships are marketing solutions to business problems. We often see brands seeking visibility, engagement, data, prestige, relationships, or product sales. That’s not Airbnb’s case — at least not the main goal here. By investing millions in an Olympic...
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