M&C Saatchi Berlin’s Post

As an Angeleno, I too wonder what's in store not just for living in the host city, but what brands really extract from their Olympic marketing and branding investments. Some clearly get it right. Others less so. Would welcome a chat with the LA28 team to dive deeper into how brands can make this great! LA28 Olympic & Paralympic Games #branding #Simplicity

📢 Sports Industry News San Francisco 49ers and Levi's® Stadium extend stadium naming rights deal through 2043. The most curious and important thing is that the first agreement, in force since the stadium opened in 2014, is a 20-year contract and there are still ten years to go. The extension will take place 10 years before the end of the contract. As I have been writing here, sport is one (perhaps the main) tool for transforming brands, for building and strengthening concepts about companies, for communicating new ideas, etc. If you think about Levi's Strauss & Co, it doesn't have a collection of specific clothing for sports. It's about using sport to engage, bring customers closer and stay in the minds of sports fans. And once again, the commitment and engagement of clubs and brands with the community they are part of. This is absolutely fantastic! “The 49ers and Levi’s are both iconic brands that are synonymous with the Bay Area, driven by a desire to serve this community. Levi’s Stadium has been featured on the world stage numerous times and will continue to be the premier venue in the Bay Area for the coming decades. The success of the stadium is proof of how special the Bay Area is and the power of major events to bring positive economic impact, excitement and opportunity to this community.” Al Guido, president of the San Francisco 49ers. Link ⬇: https://lnkd.in/ewYmDaQE #namingrights #sponsorship #sports #49ers #levis

PepsiCo are one of the biggest sponsors in sport globally, reportedly spending over $1bn per year. So why does Mark Kirkham, PepsiCo’s Chief Marketing Officer, hate the term ‘sponsorship’? During a guest appearance on the Unofficial Partner podcast two weeks ago, Mark revealed that he thinks the term ‘sponsorship’ is outdated and doesn’t capture the depth of PepsiCo's relationships with the likes of UEFA and the Saudi Pro League (SPL). He even dislikes the term ‘rightsholder’, which he suggests sounds too transactional. Instead, Mark prefers the term 'partnership'. This view reflects a broader shift in the industry. The way we value sponsorship is transforming, with huge brands driving this change in narrative. As Mark explains, the value of a partnership cannot be measured in the amount of visibility you get on an LED screen. The true value comes from both parties coming together to meet mutual business objectives - whether that’s reaching new audiences, building new platforms, or telling stories authentically. So, what can we learn from Mark and PepsiCo? 👉 Don’t start with a term sheet. Start with writing down what you are hoping to achieve together as partners, and then determine which rights the brand will need to make this happen. 👉 Rightsholders have to be more creative in the way they package their rights. As Mark points out, rightsholders are often competing against their own athletes, leagues, and teams, who frequently offer more flexibility and value for brands. 👉 Partnerships are a two way street. Rightsholders shouldn’t underestimate the value brands bring to them, especially if the brand can help them tell their own stories and drive new audiences to the sport. At DUNE | 23, we share Mark’s approach. We believe in commercial partnerships that go beyond traditional ‘sponsorship’. We work with brands and rightsholders to create genuine, tailored relationships that drive value and deliver tangible business results. If you’re looking for guidance on navigating commercial partnerships in sport, we’d love to help! Feel free to get in touch at charlotte.mcging@dune23.me 🚀 📩 #sportspartnerships #sportsponsorship #sportsbusiness

Real Madrid: More Than a Football Club, It's a Marketing Powerhouse ⚽🏆 Think Real Madrid, and you think trophies. 🏆🏆🏆 But their success isn't just on the field – it's in their marketing playbook too. Here's how they turned football fame into a global brand empire: ⚽ Star Power Attracts Sponsors: Signing top talent doesn't just win matches, it attracts lucrative sponsorships. Think Adidas, Audi, and Coca-Cola. ⚽ Digital Fan Engagement is Key: Millions of fans worldwide are glued to their social media channels for exclusive content and behind-the-scenes access. ⚽ Merchandise Mania: From jerseys to stadium tours, Real Madrid offers fans countless ways to show their loyalty (and boost the club's revenue). This is what a winning marketing strategy looks like. It's about more than just the product (or team); it's about creating an experience that fans can't get enough of. Who else is inspired by Real Madrid's marketing prowess? Let's hear your thoughts!⚽ #RealMadrid #SportsMarketing #BrandBuilding #FanEngagement #digitalmarketingstrategy #communitymanagement

The Rise of Women’s Sports Unlocks Unexpected Sponsorships. #Advertising #Marketing #PublicRelations #LasVegas #Media #AdvertisingAgency #MediaBuying #Television #Radio #Outdoor #DigitalMedia #SocialMedia #Branding #SilverStateWonders 

🏀 In today's dynamic world, athletes are redefining the boundaries of their influence beyond the playing field. 👟Gone are the days when athletes only dominated the #sports arena. #Brands now recognize the unique appeal of partnering with athletes from niche sports, seeking authenticity and untapped potential. 🚀 At the intersection of #sports and style, #brands find new avenues for creative expression. It's not just about endorsing a product; it's about telling a compelling #story that transcends the boundaries of sport and resonates with diverse audiences. #AthletesInStyle #GameChangers #SportsMeetsFashion #SportsAndStyle #AthletePartnerships #FashionMeetsSports #BrandCollaborations #KornitMakeBetter #innovation Steffen Meiler Samuel Malessa Scott Walton Anna Holmes Don Whaley Ingrid Van Loocke tabea van lier Tim Webster Marco Bonanno Ian Bell Brendan M. Kathrin Buhl Sharon Donovich Merav Zimerman Noga Kaizermen Chen Phil Oakley Maximiliane Jona Teresa Prings Nathalie Hizveren Jeremy LEVY Itamar Bartana

Out of Interbrand's Top 100 global brands, 92% drive growth through sponsorships, and 30% are already involved or soon will be, in Formula 1. That’s no coincidence—it’s strategic 💡 Is sponsoring Formula 1 a must for every brand? Certainly not. But it’s a platform that engages a global audience on multiple levels, all year round, through unique storytelling—delivering brand equity, increasing consideration, and driving revenue. So, should you seriously consider entering the sport? Definitely yes! How? Just drop us a note 📨 Here’s the full list: https://lnkd.in/eHqwxcv #interbrand #sportsmarketing #sportssponsorship #motorsport #formula1

🏆 Real Madrid FC Is The Most Valuable Football Brand In 2024 🇪🇸 The brand value in USD of the 10 most valuable football brands in the world, as of 2024. Data comes from Brand Finance's Football 50 2024 report on the most valuable and strongest football brands. Brand value is defined as the estimated capital value of the economic benefits generated by a brand, usually calculated as the net present value of future cash flows attributable specifically to the brand. 🚀 by Visual Capitalist Link: https://lnkd.in/d3U4zBDv

Manchester City recently announced baby gear brand Joie as the Official Stadium Naming Partner of their Women’s and Academy Stadium, Making it the first Barclays Women’s Super League club to secure a commercial agreement for its stadium naming rights. This marks the beginning of a multi-year partnership between Joie and Manchester City that sees more female-focused sponsors enter the football space, building on City’s commitment to deliver the best possible matchday experience for fans of all ages and genders across stadium facilities. I think it’s interesting how in the UK football has long been defined as a ‘male’ sport with stadium audiences overwhelmingly filled with men, but now steps like this partnership are being taken to make the football match experience more inclusive in the UK. In other countries this has already began to take place, like when Westfield invested in and sponsored the Australian Women’s League in 2019. This also represents a shift in football sponsorships in general, which have always been overwhelmingly male-orientated. 10 years ago you wouldn’t have seen a female-targeted sponsorship like Joie from a club like City. But the introduction of more female-focused brands coming into the sports-sponsoring world tilts the balance towards a more equitable gender distribution in football. And with the banning of gambling companies as shirt sponsors, it raises the question of which type of industries we might see more of in the football space moving forward. What other industries might we start seeing more of in the sponsorship space?

I'm excited!! I've been in the "game" for over 25 years, from sponsorships in sports stadia around the globe to mass participation events, building brands, challenging comms norms, staging events (big and small) and even evolving a sport. I had a look at our company showreel we had to prepare for a creds pitch to a prospective new client - we won It - and it struck me that I don't think we have ever been in a more compelling space, where for possibly the first time we have to push harder. Realy hard! Nothing we are doing, strategically or creatively is "normal" anymore - nothing is "like we did it before" - and that's so f*cking exciting! (pardon my French) I firmly believe that Covid created a marketing nightmare ....with every consumer more aware ....and less engaged ....#AwareDontCare - and the need to create unique moments to connect are becoming harder! "Content: is no longer enough. "Quirky" no longer cuts the mustard. We are in exciting times, where bold brands can and will succeed. What's your take on this next 12 months|? More of the same, or innovate to excel? I know which way we are pushing! Onwards and Upwards! #sponsorship #sponsorships #sportsbusiness #sportsmarketing #eventmanagement #strategicplanning #strategicpartnerships #chaostheory #brandbuilding #brandactivation