DHL’s Global Brand Leader, Arjan Sissing, on Formula 1 Fan Engagement
How DHL’s Formula 1 partnership reaches beyond logo placement to engage fans authentically across the topics that resonate with them
Global Campaigns
TikTok’s Harley O’Dell on the Women’s Six Nations: “Partners find success when they engage culturally, beyond sport”
Through their continuing journey with Women’s Rugby, TikTok spur on a snowballing sense of progress in one of the fastest growing women’s sports.
Six Nations Sponsorship Report
There were just four main sponsors of the Guinness Six Nations, each looking to use their product directly to enhance the sporting and viewing experience.
Blauw’s Philip Rouwenhorst on why sponsorship evaluations should explore more than ‘the final number’
Philip Rouwenhorst of Blauw Sponsoring Insights explains that searching for a simple quantitative conclusion as opposed to a range of insightful data is neither easy nor useful.
How Olympic sponsors have found themselves in a political minefield
If discontent with the IOC continues to grow, sponsors will be forced to comment or risk complicity in unpopular political choices
