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Corporate hospitality for London 2012
Brands line up for the longer run: The economic environment has spurred a change of pace for hospitality programmes around this summer’s Games, with public inclusivity and long-term benefits now the goal.
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Mainstream brands make a play for the super rich list
Recession? What recession? A new set of brands is muscling in on territory that until recently was occupied exclusively by luxury goods and services providers by targeting the wealthy but time poor community.
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Sports sponsorship moves into the fast lane
The cash it generated from sport sponsorship will soon overtake ticket sales, however brands now need to form commercial relationships and strategic partnerships on the basis of shared objectives rather than awareness.
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Sponsors run risk of ambush at Olympics
What links MasterCard, Nike and Sony? Research commissioned by Marketing Week reveals that the British public wrongly believes all three brands are official Olympics sponsors.
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Sport is next psychological step forward
Techniques used by elite sports stars are helping to rewrite the staff development rule book and improve the performance of marketers on all levels of the career ladder.
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How a digital focus will help ESPN prove it is a worthy UK contender
ESPN International’s head of digital media Tom Gleeson and ad sales chief Alan Fagan presentthe sports broadcaster’s plans for gaining ground in the UK against major players Sky and theBBC, and using interactive elements to up the stakes.
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Paralympics is no leap of faith for 2012 sponsors
The organisers of London 2012 are selling it as a Games of equal halves, but sponsors that buy into the Paralympics spirit stand to achieve a higher brand performance than they would from mere event ’billboarding’.
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Gyms tone up to take on their new low-cost rivals
Upstarts such as Fitness4Less and easyGym, which charge a third of the price of traditional health clubs, are forcing longer-established brands to rethink and reposition the services they offer.
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Culture club courting mass-market brands
Brands without a previous association with the arts have an opportunity to extend their sponsorship activity as Britain’s cultural community seeks a solution to lower levels of funding.
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Blood, sweat and tears
Eurosport CEO Laurent-Eric Le Lay says emotion is just the ticket
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Liverpool FC can expect a commercial break from NESV deal
Liverpool FC’s board can expect likely new owners New England Sports Ventures’ (NESV) to be willing partners in their pursuit to maximise the club’s global commercial appeal with an increase in overseas sponsorship deals and a licensing push predicted.
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P&G aiming for gold with Olympic partnership
Procter & Gamble CMO Marc Pritchard talks to Marketing Week about the FMCG company’s Olympic partnership.
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Q&A with Umbro marketing boss Trevor Cairns
Umbro GT campaign created by LOVE
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Make your brand a tour de force
Today’s highly competitive markets require brands to be more than just product or service providers. Offering participation to consumers and employees is helping some, such as Sky, gain the edge.
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Spurs’ sponsorship strategy will boost coffers but needs careful handling
Tottenham Hotspur’s decision to have two shirt sponsors could prove to bean innovative way of generating more commercial revenue while offeringpartners a route to a specific market, according to sponsorship experts.However, critics argue that the club risks diluting the sponsorship propertyfor short-term financial gain.
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Television wins the World Cup coverage battle
Media analysts may be calling it the first digital World Cup, but research by Nielsen suggests that live TV broadcasts will be the weapon of choice for football fans hunting the big game in South Africa this summer.
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South Africa united behind single brand
The host nation is using the World Cup to kick-start a unified brand identity that aims to promote South Africa as an ideal tourist and business destination.
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Where dreams of global goals are made...
The FIFA World Cup is about to kick off in South Africa and official sponsors and partners are lining up to exploit its global opportunities. Brands are turning to six strategies to reap the benefits of match fever.
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Nationwide international team sponsorships still score at right price
The Football Associations of England and Northern Ireland are looking at other potential backers after team sponsor Nationwide’s right to exclusive negotiations expired. Sponsorship experts say that the partnerships can still add value if they are activated in an imaginative way.
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Alcohol industry welcomes alcohol sponsorship report
The alcohol and advertising industries have welcomed a study that claims that a ban on alcohol sponsorship would not curb underage alcohol abuse.
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Why the BBC is our brand of the year
Congratulations to the BBC, which scooped this year’s top prize at the Marketing Week Engage Awards 2012. The corporation won…
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News
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Latest News
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Featured
BBC named MW Brand of the Year
The BBC has been hailed as the Marketing Week Engage Awards 2012 Brand of the Year.
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Opinion
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Latest opinion
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Latest from Mark Ritson
Facebook’s $104bn bubble is set to burst
‘Facebook started trading 70 times its past year’s earnings; even WPP only trades at 12 times its earnings’
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Trends
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What we like
Waxing lyrical about the future of music discovery
Shazam has come a long way from its beginnings as a music discovery service. MaryLou Costa talks to Beatrice Farina, VP of marketing and communications, about the brand’s evolution, its move into TV and what developments the future may hold.
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Strategies & Tactics
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Shining on the small screen
With emails flooding peoples’ smartphone inboxes, brands need to think about the best way to cut through the distractions facing mobile users and grab their attention.
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Get Involved
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Engage Awards 2012: Rising Star shortlist showcase
Profiles of our talented Rising Star award shortlist.
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Marketing Jobs