Category: Sponsorship
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Building your sponsorship strategy on solid foundations
I’m often surprised at how many sponsorship deals still seem to get done on a bit of a wing and a prayer. Just the other day I was talking to someone who explained how a deal between brand and rights holder was agreed based on a chance meeting between the two owners at an event.…
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Think before you sponsor
I feel like a lot of sponsorship deals still get done with no real strategic foundation behind them. The kind of deals where the brand perhaps hasn’t been involved in sport before, and gets a little bit carried away when a rights-holder approaches them with something that looks exciting and “too good to turn down”…
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Hisense makes no sense
Spain v. France last night was a really good game, but there have been a few stinkers at Euro 2024. The other night I was watching Portugal and France play out a very tedious 0-0 draw (yes, England have also been quite tough to watch) and the on-field action was so poor I started focusing…
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British cycling and the sponsorship conundrum
As soon as I saw the tweet I thought “uh-oh, this isn’t going to go down very well”. And it hasn’t gone down well at all. Thousands of extremely negative comments on social media, people cancelling their British Cycling membership, critical media coverage, open letters signed by Greenpeace and others, and no doubt much more……