WPP’s Post

Chapter 2 of Backlash's Future of Sport report has landed 🏂 Created by TBWA's cultural intelligence unit Backslash and creative agency Dark Horses, The Future of Sport unpacks the major forces that are upending tradition in sport. In our second chapter, we explore how and why expressions of fandom are evolving, offering guiding principles for brands looking to make an impact. Download the report - https://lnkd.in/gAhMkvtk #FutureOfSport #TheDisruptionCompany #Sports #Paris2024

Unilever Personal Care brand’s sponsorship of FIFA 2023’s Women’s World Cup(TM) has been a win-win for brand growth and bringing more women to the game. The goal for both sides was to take sponsorship beyond a logo on a shirt to have it at the core of brand innovations, advertising and purpose. Tournament highlights include: ➡️ Global scale that put our brands in front of 2 billion viewers across 32 countries ➡️ Engaging digital content in Roblox’s and on TikTok that saw #Rexona used on social 55 million times in just 30 days ➡️ Brands driving systemic change in attitudes to women’s football and the numbers who play it Discover more about this winning partnership here: https://lnkd.in/dq4ZfDaF #Unilever #Uniquelyunilever #FIFAWWC

Great article and insights from Chiradeep Gupta below 👇

The diversity #brands are bringing to their #marketing plans as #paris24olympics partners is eye opening. For Visa, the mix includes Louvre music concerts broadcast in Roblox + athletes as #creators. For Cadbury, it's #AI-powered posters of sporting and unsung heroes. Over at NRMA Insurance, a first-time Olympics play sees it harnessing 70-plus Nine broadcast channels integrated into a simultaneous reach-personalisation play. For Old El Paso Says “Cheese!” it's all about making Good noise with ambassadors and mealkits. But even with the dynamic toolbox of tactics in play this year, marketers are all singing from the same hymn sheet when it comes to seeking opportunities that inspire community, authentic human connection, positive values and virtuous brand storytelling over pure sales targets. We take a dive into the marketing plans of four very different, well-known brands in Australia lining up alongside the sporting tournament to find out why they’re backing the games and what ROI they’re looking to achieve: https://lnkd.in/eiZRDeXY #creatoreconomy #marketingstrategy #marketing #sportsmarketing

MARK YOUR CALENDARS! 🗓️ You don't want to miss this amazing conversation between Lara Krug and Jennifer Halloran moderated by our very own Julie Andreeff Jensen! SPORT BEACH 2024 will be one for the books! 🏆 #SportBeach #WomenInSports #SportLeaders #JasperAdvisors

It's UEFA Champions League match night, a time not only for top-tier football but also for reflecting on our collaboration with UCL sponsors. For 25 (!) years, we've been measuring the global impact of Champions League sponsorships.   Why is the Champions League such a valuable sponsorship for brands?   - 𝐖𝐨𝐫𝐥𝐝-𝐜𝐥𝐚𝐬𝐬 𝐚𝐩𝐩𝐞𝐚𝐥: Naturally, it's the immense global allure of the best football in the world. - 𝐘𝐞𝐚𝐫-𝐫𝐨𝐮𝐧𝐝 𝐯𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲: The opportunity to be visible and to activate throughout the entire year. - 𝐋𝐨𝐧𝐠-𝐭𝐞𝐫𝐦 𝐜𝐨𝐦𝐦𝐢𝐭𝐦𝐞𝐧𝐭: Dedicated sponsors for whom the Champions League (sometimes for 25 years already) is closely intertwined with their brand strategy.   And because there's no brand impact without creative activation, this is my favourite campaign of this season so far. What's yours?

Consider this - your lovely partner, your favourite colleague, or your cool boss wanting to take you on a concert - not on any night, but on the night of your favourite team's most crucial football match. Dilemma right? In 2010, The HEINEKEN Company and J. Walter Thompson Worldwide Italy took live brand engagement to a whole new level in Milan during a UEFA Champions League match between Real Madrid C.F. and AC Milan. What did they do? They staged a fake concert concurrent with a crucial UCL match between these two clubs. Through girlfriends, colleagues, and bosses, they convinced a thousand hardcore Milan fans to skip the match and attend the concert instead. The attendees did not know that the concert being a setup until 15 minutes into the performance, at which point it was unveiled as a clever trick orchestrated by Heineken. The fans were then treated to the match on a big screen, transforming the evening into a memorable brand experience. What was the result? The event not only captivated those who were "trapped" but also secured significant media coverage, watched live by 6.6 million people on Sky Sports, 10 million on TV news, and 5 million on the web. Why did they do it? This operation was part of a broader strategy to reinforce Heineken's association with enjoyable and memorable moments among friends. The ingenious bait-and-switch not only showcased the brand's playful spirit but also its profound understanding of its target audience's passions. So, how well do you know your target customers? And, how far would you go to create an unforgettable experience for them? :) #ThrowbackThursday #KathaAds #Advertising #IntegratedAdvertising #BrandExperience

🏀[Sports Biz News]🇪🇸 Valencia Basket Renews Partnership with CaixaBank for the New Season 👏 Valencia Basket has renewed its partnership with CaixaBank for the 2024-25 season, marking an impressive 16 years of collaboration. This long-standing relationship underscores the commitment of both entities to fostering excellence in basketball across all levels. The partnership ensures continued support for the men's and women's teams, the LEB Plata team, junior teams, and school teams. Additionally, CaixaBank plays a significant role in the club's CSR program "One Team," which emphasizes social responsibility and community engagement through sports. The new agreement was signed by Olga García, Regional Director of CaixaBank in Valencia and Murcia, and Enric Carbonell, General Director of Valencia Basket. CaixaBank's involvement since 2009 has been instrumental in the club's growth and success, providing essential resources that enhance player development and fan engagement. Through this renewed partnership, Valencia Basket can focus on maintaining high performance levels and deepening its connection with the community. From a sports marketing perspective, this partnership enhances Valencia Basket's brand value and expands its fan base. CaixaBank's support enables the club to invest more in player development and community outreach, fostering a stronger bond between the team and its supporters. The long-term nature of this partnership also provides a stable foundation, crucial for Valencia Basket's ongoing success. In terms of CSR and ESG marketing, this agreement is particularly meaningful. CaixaBank's support for Valencia Basket highlights its dedication to community contribution and social responsibility. Through the "One Team" program, the partnership promotes values such as teamwork, commitment, and respect, aligning with both organizations' visions for a sustainable and socially responsible future. This partnership not only benefits the teams but also contributes to the wider community, reinforcing the importance of sports in social and community development. The collaboration between Valencia Basket and CaixaBank serves as a model for how sports organizations and corporate sponsors can work together to achieve mutual goals and drive positive societal impact. #glocalsportsnews #sportsmarketing #sportsnews #sportsbusiness #marketing #branding #pr #brandingstrategy #marketingstrategy #prstrategy #businessstrategy #advertising #valenciabasket #caixabank #ligaacb #basketball #sportsfans #spain #womensbasketball #wheelchairbasketball

Teamwork is the key!!

Check out what my brilliant best friend Jules Hilson & her partner Laura Weston have launched today. A specialist women's sport consultancy See You At Jeanie's designed to support brands & sports organisations to capitalise on the full potential of women's sport. Check them out & let me know if you want an intro!