More is less: the risks of a broad sponsorship portfolio that neglects brand alignment
The question all marketing teams have been asking is this: is it better to increase partners, or assemble fewer partners with more focused campaigns?
Global Campaigns
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
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.
