Ricardo Fort, founder of Sport by Fort Consulting and former head of global sponsorship for Coca-Cola and Visa, discusses why brands must move away from vanity measures, the ability sponsors have—or don’t have—to influence properties, and which rightsholders are getting it right.
Steve Gray, Group Vice President of Marketing for UKG, and Pete Falcone, Owner and CEO of JP Sports and Entertainment share the strategy and objectives behind the enterprise software giant’s athlete a
Over time, brand marketers have adopted a relatively standard process around sponsorship. Identify objectives. Develop a framework for evaluating and selecting the opportunities most likely to meet th
Along with gingerbread, eggnog and peppermint bark, ‘tis the season for advertising and marketing industry spending forecasts outlining what to expect in the year ahead. The outlooks published thus fa