How Riot Games topped the Netflix charts by bringing fantasy into reality
Marketing Week ReportersThe video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
Follow the fan journey: Why live music partnerships start long before the event
Marketing Week PartnerLive music experiences are places where brands can literally surprise and delight fans, so long as they are in tune with their euphoria and make the most of the marketing opportunity by starting early, while fans are in the discovery and planning phases.
How Greggs and Primark joined forces to go viral
Marketing Week ReportersA carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
How Liverpool FC and Vista plan to ‘redefine’ sponsorships
Molly InnesReflecting on its community-focused tie-up with Vista, Liverpool FC claims to have “advanced massively” in the way it measures the effectiveness of its sponsorship deals.
‘This is awkward’: World Cup sponsor Budweiser banned from selling beer in stadiums
Niamh CarrollBudweiser is one of the key brands sponsoring the World Cup, but a last minute decision to ban alcohol in Qatar’s stadiums may leave it questioning the future of the partnership.
When will sponsors realise they can’t win at the Qatar World Cup?
Harry LangFIFA partners such as Coca-Cola, Visa and Adidas should have taken themselves out of the game, rather than sanitise the image of a tainted tournament.
Making a market that works for talent
Jess MillowickAthletes are increasingly in demand for brand endorsements, which means marketers need a complete view of the talent market to seize the right opportunities.
‘It’s a no brainer’: Xero inks Lioness sponsorship deal in football push
Charlotte RogersThe accounting software company’s new partnership with the Football Association plays into the brand’s history of “backing the underdog”, says marketing boss John Coldicutt.
Corona on earning permission to ‘stretch’ beyond traditional marketing
Niamh CarrollCorona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
Women’s sport enters ‘new era’ after Lionesses’ historic win
Charlotte RogersEngland’s 2 – 1 victory over Germany to clinch the nation’s first Euros win – in either the men’s or women’s game – was watched by record-breaking TV audience of 17.4 million.
‘A match made in heaven’: Brands on joining forces with women’s sport
Charlotte RogersAttracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
Robinsons and Wimbledon end partnership after 86 years
Niamh CarrollThe “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
Manchester City on taking the ‘City DNA’ global
Charlotte RogersHome to league leading clubs across five continents, including the Premier League champions, the City Football Group is intent on sharpening its brand storytelling to deliver on its key metric – fan engagement.
The road to Qatar: Is your brand ready?
Michael BarnettAmid the run-up to Christmas, the 2022 World Cup will create more competition for media, higher prices and bigger planning challenges.
Endorsements, ambassadors and storytelling: How to bring brands, talent and agencies together
Tom ScottThe ecosystem of endorsements and ambassadors is becoming larger and more complex, but a marketplace approach can help brands find the right fit