the strategy behind sport

The Strategy Behind Sport

Sports teams are built and developed – crafted over years of training, coaching, and trading.  Ironically the same strategic perspective is not invested off the pitch.  Although sport sponsorship is responsible for over 70% of the total industry, it still lacks the necessary expertise to execute a sustainable and robust rights holder commercial strategy.  With so much sponsor churn, the …

stop disruption

Disruption? Stop it.

hose who know me well know that I am easily swayed out of the office with the promise of good wine and sponsorship chat.  Not only am I geeky like that (I could quite literally talk about sponsorship for days), I think it’s a crucial part of working in an industry that is shifting so quickly – you really need …

My Sponsorship Predictions 2017

My Sponsorship Predictions 2017

I predict a big year for sponsorship. It’s been steadily gaining a bigger seat at the big boy table, but this year I anticipate it will accelerate at great speed. We have seen big brands slowly start to pull away from badging and into more integrated experiential campaigns – lead by partnerships, whether in a traditional rights holder/sponsor sense or …

necker island

5 Things I Learned On Necker Island

If like me, you spent Sunday morning and much of the afternoon sat on the sofa with leftover pizza and a chocolate bar saying to yourself (for the fourth year in a row), “this is going to be the year I do the London Marathon” then you know exactly how influential ‘being in the moment’ is for making decisions.  If …

Creative in Context of Commercial

Creative in Context of Commercial

It’s that Cannes time of the year.  A time where the focus is on excellent creative – what makes it, how to harness it, and who is doing it best.  I am a huge fan of good creative.  As I’m not particularly creative myself, great concepts executed phenomenally really drives inspiration.  And who doesn’t want to be inspired? Creative used …

equality

Equality & Why It Matters

The issue around equality and diversity seems to be heating up.  Whilst I normally steer clear of these discussions, having recently attended a presentation at Canada House on diversity with the Ottawa Minister and later speaking on the ‘The Role of Business in Driving Towards Equality’ panel recently at the Salesforce World Tour – it’s clearly a topic that is on …

closing the gap

Closing the Gap

Women’s sports accounts for 5.4% of the value of all sponsorship deals and just 0.4%  in the UK. This percentage is mirrored in the number of women CEO’s of Fortune 500 companies: 5.4%, and though not one is a sports company, women are rising through the corporate ranks to become decision-makers.  The underlying cultural attitudes around women and women’s sports …