Sponsorship Marketing News, Articles & Analysis

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Brands slow to take full advantage of Paralympic Games

Brands slow to take full advantage of Paralympic Games

Consumers watching Channel 4's "We're the superhumans" ad promoting its Paralympics coverage would be forgiven for mistaking the Olympics as

Channel 4 secures Sunday Brunch product placement and sponsorship deal with Hotpoint

Channel 4 secures Sunday Brunch product placement and sponsorship deal with Hotpoint

Channel 4 has struck a new brand partnership with Hotpoint, which will sponsor its weekly magazine show Sunday Brunch.

How Nissan used 'intelligent marketing' to top the brand table at Rio

How Nissan used 'intelligent marketing' to top the brand table at Rio

This year's Olympics showed us that audiences now decide what they want to see and on what device, writes Daniele

Sainsbury's and Allianz step up to #FillTheSeats at Paralympics

Sainsbury's and Allianz step up to #FillTheSeats at Paralympics

A global fundraising campaign which aims to fund 10,000 Brazilian children to attend next week's Paralympics has won the backing

Guinness renews sponsorship of rugby's Pro12 for further four years

Guinness renews sponsorship of rugby's Pro12 for further four years

Guinness has extended its title sponsorship of the Pro12, the rugby union championship involving elite teams from Ireland, Scotland, Wales

Coca-Cola, McDonald's and Samsung won the Brand Olympics on social

Coca-Cola, McDonald's and Samsung won the Brand Olympics on social

Coca-Cola, McDonald's and Samsung deserve golds for best use of social at this year's Olympics, writes Zone's client creative director.

Lochte loses Speedo sponsorship after botched robbery story

Lochte loses Speedo sponsorship after botched robbery story

The swimmer has drawn the ire of Twitter, the media, and the American and Brazilian public for lying, kind of

Under Armour drops sponsorship of hunter involved in 'cruel' killing of bear

Under Armour drops sponsorship of hunter involved in 'cruel' killing of bear

Under Armour has cut ties with the couple who caused outrage after posting a video of them killing a bear

Rule 40 change is a golden opportunity for non-official Olympic sponsors

Rule 40 change is a golden opportunity for non-official Olympic sponsors

The International Olympic Committee's decision to relax Rule 40 means non-official sponsors can now take their very own slice of

P&G's Fairy Non-Bio signs up to sponsor Mumsnet app

P&G's Fairy Non-Bio signs up to sponsor Mumsnet app

P&G-owned Fairy Non-Bio has signed a six-figure deal to sponsor Mumsnet for a year.

Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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