‘Meeting of minds’: Mastercard on ‘advancing the business’ through Formula 1
Amrit VirdiLooking to move on from a “1990s way of thinking” about sponsorships, Mastercard wants to take its tie-up with McLaren Racing to a “different level”.
‘David vs Goliaths’: One B2B challenger on why its ‘Avant-Garde’ approach is paying off
Emily ManockEmbracing fun over fear, Dope Security explains how creating a cybersecurity video game helped drive a 765% spike in web traffic.
‘The platform the Red Roses deserved’: Inside O2’s biggest women’s rugby campaign yet
Molly InnesWith O2 now investing equally in men’s and women’s rugby, brand boss Rachel Swift outlines plans to elevate the game and its commercial impact.
Guinness on taking its Premier League partnership ‘from association to meaning’
Niamh CarrollSince it kicked off its Premier League sponsorship, Guinness has become the number one beer for the football watching occasion in the on-trade, but its ambitions are much longer-term, as it looks to drive a deeper connection with the sport.
Fintech brand Sokin on the ‘credibility’ it gains from sports partnerships
Josh StephensonAs well as announcing a partnership with Manchester United, fintech brand Sokin has also launched a new brand campaign to build awareness and credibility.
‘A catalyst’: Revolut’s CMO on marketing’s role in a ‘product-led’ business
Molly InnesMarketing should never tell “the product team what to build, it should always be the other way around”, argues Revolut CMO Antoine Le Nel.
Adobe on why its creator partnerships influence ‘the full funnel’
Josh StephensonContent creator partnerships need to be built with “faith and collaboration” if they are to be successful, says Adobe vice-president of marketing Simon Morris.
Grassroots to Red Roses: Clinique on taking its women’s rugby partnership to the ‘next level’
Molly InnesClinique’s partnership with the Red Roses for this year’s Women’s Rugby World Cup marks the latest step in a long-term investment.
Why sponsoring Race for Life could be your brand’s moment of truth
Mark EvansFor only the second time in almost a quarter of a century, Cancer Research UK is seeking a new headline partner for its Race for Life events.
Guinness, Unilever and Cadbury on driving commercial impact through women’s sport
Molly InnesFrom tapping into “culture that converts” to moving beyond a PR exercise, marketers from Guinness, Unilever and Cadbury share their recipe for successful partnerships.
‘Advertising is not working the way it used to’: Why Mastercard has pivoted to an experiential future
Josh StephensonMastercard CMO Raja Rajamannar on experiential marketing and why the future of work is an “existential question” for the industry.
Consumers ‘more likely’ to buy from brands sponsoring women’s sport than men’s
Molly InnesNew Women’s Sport Trust data reveals 9.96 million consumers are more likely to purchase from women’s sport sponsors, up 2% since 2023.
‘Learning on the journey’: How Xero’s women’s football sponsorship is evolving
Molly InnesSince partnering with the FA and FIFA in 2022, Xero has kept the attention on its partnerships outside “tent-pole” tournaments for long-term success, says head of brand and campaign marketing, Sam Daniels.
‘Changing all the time’: Why footballer Ella Toone is launching a creative agency
Molly InnesHalf of Women’s Super League players don’t have a brand sponsorship – Toone wants to change this.
‘We still have to be bold’: Inside Manchester City Women’s partnerships strategy
Molly InnesThe club’s managing director and head of commercial partnerships discuss how a distinct partnership strategy can help propel women’s football forward.