B2B’s Love Affair With Sports Sponsorship
In this episode of Untrended, Nic is joined by CSO Billy Hamilton-Stent and Creative Director Jamie Fewery to explore B2B’s growing fascination with sports sponsorship.
Plus, we chat to special guest Joel Seymour-Hyde, Head of Partnership Management at Formula 1, about why so many brands are racing to the pitch, track, and beyond.
The ball is in B2B’s court
From Formula 1 to football, B2B brands are spending big on sports sponsorships. But what’s the real return?
Serving as a straightforward way to target your audience quickly and efficiently, the team uncovers the strategy, storytelling, and spectacle behind today’s biggest brand plays. Meanwhile, our discussion with Joel explores the power of shared stories, why sponsorship works when tech partners are integral to delivery, and what brands can do to get the most out of their deal.
Hitting a hole-in-one
We chat about how teaming up with sports enterprises can work well as a big investment in the middle of your strategy – but if you’re not careful, it can disguise weak spots. Plus, to save precious time, Nic lets Jamie only talk about TWO of his favourite nineties football sponsorships (you’re welcome). And, most importantly, we discuss whether Nascar driver Mark Martin’s Viagra sponsorship helped him go both harder and faster.
Why listen to Untrended?
No two episodes are the same, but all are packed with agency insights, strategic smarts, and a generous serving of nonsense chat. This time, we cover:
All this and more on Untrended. Listen or watch wherever you get your podcasts – and don’t forget to hit subscribe.
Listen or watch wherever you get your podcasts which are available below – and don’t forget to hit subscribe.
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