Beyond the paywall: why fan-centred models are ripe for football sponsorship
Broadening access for fans to the sports they love is a cornerstone of sports sponsorship.
Global Campaigns
From Doha to the World: How Qatar Airways F1 partnership is taking fans to new heights
Qatar Airways, renowned for its exceptional global reach and commitment to excellence, has once again set its sights on the world stage of sports sponsorship. Following its highly successful partnership with FIFA, the airline has now taken flight as the Official Airline partner of Formula 1, solidifying its reputation as a supporter of the most prestigious sporting events in...
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?
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.
