‘It drives credibility’: Elf Beauty, Adidas and Xero on achieving effective sports partnerships
From leaning into brand advocacy and community to highly strategic partnerships, sports sponsorship is helping brands from beauty to B2B drive effectiveness.
By Molly Innes
From a beauty brand backing women’s wrestling in Missouri to B2B firms like Xero sponsoring England’s Lionesses, sports sponsorship has evolved from the badging exercise it once was.
It’s something we at Marketing Week highlighted as on the cards for 2025, noting key moments such as Unilever’s tripling of its sports sponsorship investment in the US since 2020 to reach customers “where they are” and the rise of women’s sport.
One brand that’s been pushing the boundaries of what sports sponsorship can look like is Elf Beauty.
