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.
National Campaigns
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.
Chelsea’s cut-price of £25m for a new shirt sponsor is not low enough
While Chelsea’s valuation of prospective shirt sponsorships is down significantly, we look at why it is still not low enough.
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.
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.
