It’s hard to imagine professionals working with mainstream sports struggling to engage fans using content, but has the increase in the use of social media by sports properties redefined the word engagement to something less meaningful than it once was? Engage is one of those strange English words with multiple meanings. One of those definitions [...]
Who would have thought that well managed, clean-cut sportsmen like Tiger Woods would ever pose a risk to the brand equity of companies who have spent years creating and building loyalty? Who would have thought that the actions of footballers, baseball players and even cricketers would bring brands to assess whether they will consider sponsoring [...]
We see a lot of sponsorship proposals. A few are great. Some are OK. Many show a lack of understanding about the nature of modern ...
Some sports have a problem with being seen as elitist. The sport of yacht racing is being rebranded as sailing to appeal to a wider ...
