‘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”.
‘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.
‘Awareness is the biggest challenge’: Brompton Bicycle on chasing ‘aggressive’ growth
Molly InnesMarketing boss Chris Willingham is honing the brand’s focus on community and looking to unite fans worldwide with a new long-term platform.
Sportswear brand On credits ‘differentiated positioning’ for record quarter
Amrit VirdiThe Swiss firm believes its lifestyle and performance positioning, coupled with product diversity, will help it become “the most premium global sportswear brand”.
Why Adidas’s bet on a Lionesses vs Spain rivalry paid off
Molly InnesThe brand’s bet on the Russo vs Bonmatí rivalry paid off, delivering increased brand buzz, engagement and sales, says European VP of brand activation, Roy Gardner.
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.
Brands are missing the biggest commercial and cultural opportunity in women’s sport
Laura WestonIf brands invest in grassroots sport, their investment will deliver long after the big tournament buzz.
Sky promotes from within for top Sky Sports and Connectivity jobs
Molly InnesJaclyn Beavis is now marketing director for mobile and broadband business Sky Connectivity, while Steff Bryant is named marketing director for Sky Sports and Movies.
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.
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.
A third of women’s sport fans can’t name a sponsor, research suggests
Molly InnesWhile half of Brits feel more positive towards brands that sponsor women’s sport, almost a third (29%) of fans can’t name a sponsor, according to research from Havas Play.
Nike’s brand push sees marketing investment jump 15% but revenues continue to slump
Molly InnesNike’s strategic pivot back to sport and brand marketing is beginning to show positive signs as its running division returns to growth, but there’s still a long road ahead for the brand.
Women’s sport shows ‘unprecedented’ digital growth despite broadcast dip
Molly InnesWhile broadcast viewership is down 13%, women’s sport’s growth on social platforms such as TikTok and YouTube suggests a different trend is emerging.
B2B marketing, effectiveness, influencers: 5 interesting stats to start your week
Molly InnesWe arm you with all the numbers you need to tackle the week ahead.