OUR BLOG

Topical content mashed up with our longstanding interests : Olympic Partnership marketing, effectiveness, sponsorship impact and ESG, employee engagement, strategy, analytics and the psychology of sponsorship : sponsorship thought-leadership for the 2020s.

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The blogs proper

The Psychology of Sponsorship #5 The 5th in our series of posts on the psychology of sponsorship looks at the role of emotion in sponsorship. All these posts have largely revolved around the momentous realisation over the last 20 years …

Out top 10 FIFA World Cup sponsorship ambushes to warm you up for Qatar. Everyone loves a bad guy.

The genie is out the bottle We weren’t alone in calling out the negative implications of Shell’s sponsorship of British Cycling last month – although perhaps in a small minority for taking a purely sponsorship lens to the issue. One …

Here’s our essential guide to sponsorship ambush. From the outside, it’s a scary subject. The large rights-holders talk a good game on sponsorship ambush and rights protection. Sponsors demand it. Because at every Olympics and every World Cup, there are …

(For most businesses, self-ambush is the greater risk) The FIFA World Cup in Qatar is rapidly approaching and as always conversation turns to ambush, as we eagerly anticipate Nielsen’s media release on how adidas and Coca-Cola were bumped down the …

Back in August, and not for the first time, Byron Sharp chose to  undermine two voices which threaten his dominance in the field of marketing effectiveness –  Les Binet and Peter Field. Our post, highlighting the ways in which sponsorship aligns …

British Cycling and Shell’s announcement of their eight year sponsorship hasn’t landed well.  According to the PR, British Cycling and Shell will share a commitment to ‘supporting Great Britain’s cyclists and para-cyclists through the sharing of world-class innovation and expertise; …

2022 was heralded as the year of action in our collective journey to net zero. Enough talking, time for action. And it’s true that we’re beginning to see larger actions from governments and corporates than in previous years, such as …

About a month ago, we came across what is truly a straightforward masterclass in B2B sponsorship. The podcast, Renegade Marketers Unite, is highly recommended – energetically hosted by  Drew Neisser. The interviewee is Cognizant CMO Gaurav Chand. Gaurav talks fluently, copiously …

So, just to dispense with the pun, this isn’t about netting zero revenue. Net zero for sponsorship is a fairly simple ambition to describe for rightsholders: no sponsors who are major polluters, zero pollution through activation and ideally, positive environmental …

Allen Herschowitz, founder and president of the Green Sports Alliance, was early in identifying the potential of sport to play a leading role in addressing climate change. The ambition conjures up the image of fans across the world adopting more …

Marketing Procurement continues to move beyond cost savings and avoidance, to adding value to internal clients. According to WBR Insights 2018, priority KPIs were improvements in marketing ROI, agency performance, brand consistency and innovation ahead of cost savings.  Meanwhile, while …