There is no doubt that we have seen a huge surge in interest in women’s sports and with the SSE Women’s FA Cup Final this weekend at Wembley, the momentum looks set to continue long past the World Cup fever. Other team sports are now attracting attention from...
One benefit of sponsorship that we feel is gaining momentum and we are particularly keen to explore is demonstrating CSR (corporate social responsibility) and social value. Many typical sponsorships have CSR benefits which are embraced by brands especially when partnering with sports or arts rights...
There’s a lot of rhetoric about how brands should be targeting Millennials, but I’m interested in what we are genuinely learning about engaging this audience. As Millennials (those born after 1980 – the first generation to come of age in the new millennium) evolve, so are our...
Understanding how consumers connect digitally with rights holders allows sponsors to activate with meaningful value Brand fit in sponsorship is important but not always an obvious fit. It’s important to translate the sponsorship so that the audience understand the partnership. This theme has been resurrected recently...
At Reg & Co, one of the first questions we ask our clients is how do they measure the success of a brand partnership? When we partner brands with events such as Winter Wonderland in Hyde Park or broker sport, arts or business to business...