Toyota and the ECB: A lesson in global sponsorship that drives local sales
Toyota’s partnership with the ECB shows exactly how global partnerships can be activated to deliver local impact and increased sales.
What Emma Raducanu’s Vodafone exit teaches us about sponsorship value
Emma Raducanu’s rise to global stardom was nothing short of meteoric. At 18, she became the first qualifier in history to win a Grand Slam, capturing the US Open and the hearts of millions. Her poise and effortless charisma made her a marketer’s dream and the sponsorship value followed fast. Porsche, Dior, Tiffany & Co., British Airways, Evian, Vodafone. The partnerships...
The Masters: Golf’s most exclusive sponsorship – and why brands still line up
Each April, the world’s most prestigious golfers descend on Augusta National Golf Club for The Masters — a tournament steeped in tradition, exclusivity, and immaculate presentation. But beyond the azaleas and green jackets lies one of the most distinctive sponsorship models in sport.
Unlike other global sporting events, where brand logos are plastered on every available...
How OVO is using music venues to make energy efficiency engaging
OVO’s cultural venue sponsorships offer a powerful way to engage customers on energy efficiency — here’s how.
Aviva is using cultural sponsorship to reignite its brand and back the UK
Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships ended in 2018, a noticeable shift occurred.
“We began to see a gradual decline in brand health and a lack of differentiation in a crowded financial services category,” says Tom Whiteside, Head of Group Sponsorship at Aviva.
By 2023,...
