The Hall of Fame: Mars x NASCAR
A masterclass in the effectiveness of long-term sponsorship
The Sponsorship Effect
Marketing science and evidence applied to how sport sponsorship is planned, activated and proven. By Rory Natkiel, founder of Box Count, for anyone who wants to make more confident sponsorship decisions.
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The game was always gone
How the mad Victorian sport of pedestrianism shows money in sport is a structural force, not a necessary evil
Brand trust and sponsorship: the complete guide
Why trust may be sponsorship's best kept secret, and a better measure of mental availability than anything else we use.
Summer update ⛱️
New formats, subscriptions, a couple of conferences, and some catch up links
In defence of awareness
The effect sponsorship most consistently produces is the one that's most consistently undervalued
Thirty years of shirts (Part 2)
Picking up the history of England sponsorship, from the arrival of Nike to the rise of the Lionesses
Podcast: The Business of the World Cup with Carla Bilche
How the World Cup became the commercial juggernaut we know today
Thirty Years of Shirts
OK it's actually 52 years, but why let facts get in the way of a good pun?
How big thinking leads to more effective sponsorship
New research from Les Binet & Will Davis shows the danger of thinking small
The Hall of Fame: adidas x FIFA
How a partnership that started in the rain in Bern became the most commercially durable sports sponsorship in history
The myth of the B2B Customer
B2B buyers are humans too