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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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  • Who were the real winners of the Champions League?

    05 July 2013

    The Champions League Final is one of the world’s most popular annual sporting events, attracting millions of viewers across the world. For any company sponsoring the event and looking to raise brand awareness, it is a significant investment – and one they need to get right.

    The recent Champions League final secured sponsorships from a number of household names including Ford, Heineken, Adidas, PlayStation, HTC, UniCredit, MasterCard, and Gazprom. We used our big data content marketing platform that analyses and cross-correlates data consumption across hundreds of millions of sites, all the major social platforms, and several million unique videos and images ...

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    Posted by: Bloggers' Gallery

    Tags: Content, Digital, Sponsorship

  • Never mind the results, feel the sponsorship

    05 February 2013

    On February 6 England will take to the field against Brazil. Two of the most feted names in world football will go head to head at Wembley. It’s a blue riband occasion and the perfect moment to assess the strength of ‘Brand England’ and its appeal to sponsors.

    In 2013 we are only three years away from hitting a half-century of hurt – 1966 was, as we are all too frequently reminded, the last time the team actually won a major tournament.  But does this lack of success actually impact on the commercial value of the brand?

    Last year England ...

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    Posted by: Bloggers' Gallery

    Tags: Sports, Sponsorship

  • Summer of sport: infographic

    27 June 2012

    With the UEFA Euro 2012 heading for the finish post and the London 2012 Olympic and Paralympic Games creeping ever so quickly closer, Havas Sports & Entertainment have released some new research that highlights just how immense the public appetite is for sport.

    “The key outtake from this research is that despite the difficult economic conditions people are prioritising spending on sport as its popularity remains sky high,” says Havas Sports & Entertainment global president and chief executive Lucien Boyer. “To capitalise on this trend our aim is to help brands develop integrated campaigns at both a global and local level, ...

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    Posted by: Jenni Baker

    Tags: Sports, Sponsorship

  • Let them drink beer!

    07 June 2012

    With the Euro 2012 competition about to kick-off this weekend, you would think that Carlsberg, as an official global beer sponsor of the tournament – would be sitting pretty cushty right now...

    Football and beer go hand in hand – in fact, it’s the only time I’ll ever drink it! But despite this massive sponsorship deal with the Euro 2012 tournament, it won’t be Carlsberg that is the lager of choice for football fans while watching the beautiful game – but rival Stella Artois...

    According to a survey of 1500 UK men, carried out by TolunaQuick, Stella Artois will be ...

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    Posted by: Jenni Baker

    Tags: Sports, Advertising, Sponsorship

  • Is it really worth sponsoring the Olympics?

    07 June 2012

    The Olympics – a major international sporting event that comes around every four years. It’s no wonder that brands are keen to pay big bucks to get involved...

    But is it really worth forking out all that cash? What value do brands really get out of it?

    I came across some research earlier from Opinium Research, who has been keeping a close eye on not only this year’s official Olympic sponsors, but also the brands that have no connection with the Games, but that are benefiting from it.

    A survey of 2,000 people in the UK showed that only 10% ...

    Comments (2) | Permalink

    Posted by: Jenni Baker

    Tags: brand awareness, Sponsorship, Olympics

  • A moral compass that points two ways

    04 July 2011

    Nike is a company that bases its strategy on the celebrating the cult of the individual. This strategy has brought with it plenty of success, not only did it triumph at last year’s FIFA World Cup, but it also ranks as the most valuable sports brand in Interbrand’s top 100. However, by elevating the status of the individual also comes risks.

    Nike are the sponsors of adulterous Tiger Woods, who shattered his family image when it emerged he’d picked up a host of extra-curricular friends as he travelled the world with his golf bag providing the perfect alibi. ...

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    Posted by: Josh Colley

    Tags: Reputation, Talent, Sponsorship

  • The power of celebrity endorsements

    10 May 2011

    Social media’s growing prominence has helped increase the potency of celebrity endorsements.

    That’s the verdict of the delegates at the Festival of Media Global in Montreux. The result of the straw poll was met with surprise by Brian Wallace, vice-president, digital marketing and media, RIM.

    Wallace, who had early expressed his belief that agencies needed to focus more on digital measurement, said: “I’ve yet seen any data that suggest celebrity endorsements actually work.”

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: Sponsorship

  • Olympic Security Woes

    11 March 2011

    Forget broadcast rights and doping scandals all everyone at the Global Sports Forum in Barcelona wants to talk about is security.

    Following the recent terrorist attack in Moscow - Dmitry Chernyshenko, president, Organizing Committee Sochi 2014 - was asked how he was going to guarantee that the Games would be safe. His response was a bold one: “Sochi will be the safest place for the Games ever.”

    When the same question was poised to Carlos Nuzman, president, Organizing Committee Rio 2016 his response was: “My number one issue will always be transport, and then security. It is transport, not security, ...

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    Posted by: Martina Lacey

    Tags: Sponsorship

  • Whose name is on your balls?

    10 March 2011

    Adidas’ senior vice president global sports marketing Jocelyn Robiot is not sure that Adidas would be able to walk away from its 40-year partnership with UEFA without some major regrets.

    “You don’t want to see someone else’s name on your balls,” said Robiot at the Global Sports Forum in Barcelona. “This partnership is a little different because we are friends and football is a part of our DNA.”

    You can keep up to date with M&M’s coverage of the Global Sports Forum by following @mandmglobal on Twitter.

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: Sponsorship

  • Supporting the dissidents

    03 November 2010

    The M&M team loves “sticking it to the man” whenever we can. If there is a coup going on somewhere in the world we aim to be in the thick of it. Strikes? We are all for them!

    So news that the Manchester United Supporters Trust (MUST) has managed to bag an official sponsor for its alternative team shirt is right up our alley – and that is not because two-thirds of the M&M Team actually supports Manchester United.

    The fan pressure group is looking to force a change of ownership of the club away from the Glazer Family which ...

    Comments (0) | Permalink

    Posted by: Martina Lacey

    Tags: Sponsorship

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