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?
Sports
JM Finn’s Head of Marketing, Oliver Tregoning, on how to find and retain the right sponsorship partner
We spoke with Head of Marketing Oliver Tregoning, to hear his tips on how to manage a successful partnership and maximise business returns.
The London Marathon Sponsorship Report
The London Marathon provides an excellent opportunity for sponsors to mirror its values of commitment, endurance, and going beyond.
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
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.
