Magnus Berglund
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Magnus on Sponsorship
Magnus on Sponsorship is a newsletter that provides strategic intelligence for executives making high-stakes sponsorship decisions in sports.
8 posts · theirs
Lately
What Nike, Guinness and others are teaching us about World Cup sponsorship in 2026
The most expensive mistake I see repeatedly
When my own sport lost a sponsor (and I could've prevented it, but didn't)
The London club deal I said no to
10 lessons: How Amazon dominates sports sponsorship
How children absorb sports sponsorship messages
Why US banks are winning at sports sponsorships – and what you can learn from them
How an honest mistake generated more sponsor value than most campaigns
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