On one side we have the most famous brand in the world, with a carefully curated image of the disruptor speaking directly to a generation of super fans who lap up every new marketing message. And in the other corner, there's Nike.
England's chances of progressing beyond the group stage of Rugby World Cup were dealt a blow by defeat to Wales at Twickenham last weekend. Another loss would see them exit the tournament. What impact would this have on those companies who have spent so heavily building an association with the tournament? We asked six of the UK's leading sponsorship experts: what would they do?
As the tournament revs up, we look back over the first week in brands - and pick out eight rugby themes that characterised the start of the Rugby World Cup 2015
The Rugby World Cup is kicking off - but what does it mean for marketers? We look forward to a tournament of sponsors, guerrilla brands, heroes and villains with ten key questions
As sponsorship revenues play a bigger role in club finances, such tie-ins are reaching new levels on the world stage. What are the implications for brands seeking to sign up?
The Paralympics, which starts on 29 August, extends to brands a range of opportunities - and challenges - that the Olympics could not.
This Olympics year was tipped to be a defining time for sports sponsorship, so has it changed the rules for deals to come?
LONDON - The threat of a breakaway race series to Formula One has a significance that reaches beyond the narrow confines of motor racing, posing questions about the value of sport sponsorship.
LONDON - Twenty20, an abbreviated version of cricket, has captured the imagination of a new generation of fans, and, in turn, challenged brand owners to view the sport in a fresh light.
Attracting big-name sponsors to the Glasgow 2014 Commonwealth Games could prove tough.
LONDON - Attracting big-name sponsors to the Glasgow 2014 Commonwealth Games could prove tough.
As media revenues fuel the rise of clubs under foreign ownership, will their traditional appeal be lost?
LONDON - As media revenues fuel the rise of clubs under foreign ownership, will their traditional appeal be lost?
LONDON - Brands eager to tap the massive audience for the Beijing games face tough ethical questions.
If you're going to splash out on a tie-up, make sure you fully exploit all its attendant opportunities.