Irene Gowing on growing brand awareness: “Sponsorship is a long-term play”
In this interview, we spoke with Head of Brand, Sponsorship and Consumer PR, at Bord Gáis Energy, Irene Gowing about sponsorship with the GAA.
Best Practice
Peloton is fuelling its bold rebrand by sponsoring Liverpool FC
In this article, we look at how Peloton’s rebrand has aligned with their recently announced sponsorship of Liverpool FC.
Michelle McLeod and Helen Chomczuk on Baillie Gifford’s sponsorship of the Edinburgh International Book Festival
In this interview, we spoke with Michelle McLeod, Sponsorship Manager at Baillie Gifford and Head of Development of the EIBF, Helen Chomczuk.
How alcohol-free beer sponsorships are boosting brand relevance
In this article we take a look at how non-alcoholic beer sponsorship is speaking to audiences without shedding brands’ core principles.
3 lessons from Bud Light’s mismanaged sponsorship campaign
In this article, we assess 3 lessons from Bud Light’s grossly mismanaged sponsorship campaign with Dylan Mulvaney.
