How Paddy Power ‘pulled a 180’ to donate £1m to charity
Marketing Week ReportersThe tie-up between Paddy Power, Prostate Cancer UK and the Professional Darts Corporation drove a 232% increase in men using the prostate cancer risk checker.
How NHS Blood & Transplant reached 1 million people via organic social
Marketing Week ReportersA campaign highlighting the plight of the 233 children on the organ transplant waiting list delivered 1.5 billion earned media impressions.
The Year Ahead 2025: The sports sponsorship evolution marches on
Molly InnesFrom PepsiCo to Who Gives A Crap, brands of all sizes are paying attention to the opportunities in sports partnerships, beyond simply slapping their logos down.
PepsiCo’s sports sponsorship lead: No ‘silver bullet’ to measuring partnerships
Molly InnesAs PepsiCo combines its legacy in sports sponsorship with trying to stay ahead of the curve as partnerships evolve, it is looking to ‘cultural crossovers’ for long-term success.
‘We don’t want empty awareness’: How Compare the Market plans to reach younger audiences
Grace GollaschAs the primary sponsor of the 2024 MTV EMAs, Compare the Market’s brand chief discusses the role of the partnership in positioning the comparison site as an entertainment brand.
Over half of B2B marketers say role becoming ‘more strategic’
Hannah RashbassDuring the last 12 months, many B2B marketers say their role has become more influential and better appreciated, according to Marketing Week’s exclusive research.
‘More informal, less stressful’: B2B marketers on opting for events to boost brand
Megan TatumB2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
Experiential top priority for B2B brand investment
Charlotte RogersEvents and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
‘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.
‘Global brand, local heartbeat’: Guinness on why its Premier League tie-up will deliver ‘tangible growth’
Niamh CarrollClaiming to have “crushed” traditional thinking around creating content, Guinness wants to nurture a long-term relationship with new partner the Premier League.
Guinness launches biggest-ever global campaign as it debuts Premier League sponsorship
Niamh CarrollGuinness has created its biggest-ever global campaign to coincide with the debut of its Premier League sponsorship as it seeks to “reach across the globe” to speak to consumers at scale.
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.
Coca-Cola creative strategy lead: Consistency is our ‘secret recipe’
Niamh CarrollCoca-Cola is a brand that stays “grounded” in its values, and does not compromise simply because a “trend” comes along, says global vice-president for creative strategy and content, Islam ElDessouky.
‘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.
‘Like putting on a wedding for 50,000 people’: Wimbledon’s marketing boss on going global
Matthew ValentineAttracting new, younger global audiences from different demographics is a priority for the tennis championship, explains marketing director Usama Al-Qassab.
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