World Cup: How brands will activate as the knockouts begin Sport Business Most eyes will be firmly fixed on the pitch as the World Cup enters the knockout phase next week. But for the discerning observer, there is another contest playing out in the background: what are the sponsors up to? With marketing and sponsorship deals related to the World Cup reported to generate between $2.5bn and [...]
Mind the G: Guinness takes over tube platforms in TfL brand deal Transport & Infrastructure Commuters with sore heads and a creeping sense of dread may fear they’ve seen a mirage when alighting from the Northern Line platforms at Tottenham Court Road for the next week. Eleven tube route maps in the station have been temporarily resigned to mimic a pint of Guinness in Transport for London’s (TfL) latest advertising [...]
The top five trends emerging in sports marketing in 2025 Sport Business Sports marketing continues to play a diverse and increasingly important role in the marketing mix for brands. And for many reasons. It serves as a launchpad for brands seeking to enter new markets by capitalising on major events across the globe that command mass audiences. It’s a signal of a brand’s stature and prominence re-enforcing [...]