TikTok on empowering the next generation of Paralympians
Amrit VirdiTikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
‘Discovery mission’: One brand on becoming the baby sector’s first football shirt sponsor
Charlotte RogersA big believer in “unexpected familiarity”, marketing boss James Russell-Watson explains how Nuby became the first baby brand to secure a title sponsorship in English football.
Peloton cuts marketing investment by 19% amid strategic shift and turnaround battle
Molly InnesPeloton is set to further reduce its marketing spend while steering away from heavy promotions, marking a strategic shift in response to ongoing financial challenges.
‘Evolving in the right way’: Inside Sports Direct’s restructured marketing team and updated strategy
Molly InnesFrasers Group is not replacing the CMO role after Beckie Stanion left in February. Instead, Ger Wright, managing director for sport at Frasers Group, is now responsible for marketing alongside chief customer officer David Clark.
Why World Rugby is launching its Women’s World Cup campaign a year from kick off
Molly InnesWorld Rugby CMO James Rothwell says launching the big budget campaign early will help the sport “break through the ceiling”.
‘Repeat the same message over and over’: Puma on the power of consistency to drive results
Niamh CarrollPuma’s global marketing boss Richard Teyssier has implemented a philosophy of “fewer, bigger, better” at the brand with the belief it will deliver greater impact.
‘Not your normal sponsorship’: Who Gives A Crap on getting into sports sponsorship
Molly InnesThe purpose-led toilet roll brand is dipping into sports sponsorship with Lewes Football Club – the self-dubbed Equality FC – for a two-year sponsorship deal.
‘Just selling on the logo’: Under Armour counts on marketing hire to ‘clean up’ messaging
Molly InnesFormer Adidas marketing boss Eric Liedtke will lead brand strategy, as CEO Kevin Plank claims the business lacked the “strength of leadership” to succeed.
Challenger brands are beating Olympic sponsors at their own game
Helen JamesWith the right athlete tie-up and creative content strategy, smaller brands are punching above their weight to stand out amongst high profile official sponsors.
Adidas ups marketing spend by 15% amid ‘brand momentum’ revival
Molly InnesAfter committing to “over invest” in marketing last quarter, Adidas has kept to its word with increased activity fuelling a quicker than expected turnaround.
‘Sustainable hype’: One CMO’s playbook for sports sponsorships
Molly InnesJoining education platform Udemy as CMO a year ago with a goal to drive brand awareness, Genefa Murphy convinced the business to explore sports partnerships.
Formula E CEO: ‘If you’re not evolving, you are going backwards’
Molly InnesFormula E’s CEO Jeff Dodds has an “always on” approach to restructuring, as it appoints Manchester United’s former top marketer Ellie Norman as its new CMO.
Formula E appoints Ellie Norman as CMO in ‘reshaped’ role
Molly InnesUnder its new marketing leadership Formula E is looking to grow from a “plucky startup” into a global brand, explains the sport’s CEO Jeff Dodds.
NFL CMO: Data or brand? The answer is both
Charlotte RogersMarketing boss Tim Ellis says it blows his mind the industry is still debating a false dichotomy between performance and brand.
Paddy Power and Irn-Bru best rated Euros ads, study finds
Molly InnesThe overall effectiveness of Euros-themed ads in the UK has risen since the last tournament, says effectiveness firm System1.