Subscriber Exclusive 
How are brands tackling the challenge of this summer’s ‘perfect storm’ of sport?
From ambush brands getting creative around the fringes to official partners making the most of their rights, this summer it’s all to play for.
By Molly Innes
There is, to put it mildly, a lot of sport on this summer.
Euro 2024 is right around the corner for football fans, with the Paris Olympic and Paralympic Games to follow almost immediately after. Other headline acts include Wimbledon at the beginning of July and the cricket Men’s T20 World Cup, which started on Saturday.
It’s a blockbuster summer, then, for sports fans and brands, with the potential audience reach and engagement opportunities priceless for marketers who have struggled of late with restricted marketing budgets and the cost of living crisis.
