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
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.
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
Winter sports fuelled by oil: a lesson in inauthentic engagement with scrutiny
As oil and gas companies, airlines, and automotive brands continue to sponsor winter sports events, negative contributions to climate change remain their primary association in the minds of viewers and athletes.
The Saudi Tourism Authority’s IPL partnership will raise destination awareness beyond Indian cricket
The Saudi Tourism Authority’s (STA) ground-breaking sponsorship is at the intersection of business, sport, and culture, with a two-sided flow of lucrative benefits.
