All Marketing knowledge

After three decades on the touchline, McDonald's is ending its FIFA World Cup sponsorship — a decision that says more about the future of mega-sponsorship than it does about football.

TL;DR: Experiential marketing — creating a real-world experience customers take part in — builds memory and word of mouth far more cheaply than most businesses assume, as long as you design the moment to be shared, not just attended. Why experiences stick People forget ads but remember experiences. A moment someone takes part in — touches, tastes, plays with — lays down stronger memories than anything they passively watch, which is why experiential consistently punches above

A new IPA report finds only 45% of brands are confident sponsorship drives business results, but those applying three fundamentals are around six times more likely to believe it works.

Snap gathered luxury brands in Paris to make a counterintuitive case: the people around you shape a purchase more than the feed does.

McDonald's is reviving a 1986 Halloween icon and bolting it to Disney's villains — a collectible play that runs on nostalgia and IP at once.

The broadcaster's first all-Christmas classical station arrives in mid-October, fronted by festive talent including Aled Jones.

The Nestlé coffee brand took over a small town in the Marne for one morning — and turned a shared breakfast into a national stunt.

Dove Men+Care taps fan culture at New York Comic Con 2026, bringing 'maximum protection' to superfans with a themed activation.

Barbie and the Opera national de Paris are celebrating 25 years of 'Barbie in the Nutcracker' together — a clever pairing of a global toy brand with high culture.

Elysium Construction marked ten years with a black-tie gala at the Institution of Civil Engineers — from a one-person start-up in 2016 to principal contractor on major UK energy projects.

UEFA has appointed US agency Relevent as the exclusive marketing and sales partner for its national-team competitions from 2028, its second major rights deal with the RedBird-backed firm.

What a Super Bowl ad really costs, and who actually gets their money’s worth.

ASICS built a natural-history-style diorama in Paris of a fictional species, 'Homo Scrollus Canapus', to satirise sedentary screen culture.

L'Oréal has become an official partner of Paris Saint-Germain until 2028 — its first-ever football club deal — using Vichy to study and treat players' skin.

Super Bowl LXI will stream to every US Disney+ subscriber in February 2027 — a first — alongside ESPN's debut broadcast and ABC, widening reach for advertisers.

New IPA research finds fewer than half of brands are confident sponsorship drives business results, and warns that refusing to share data is 'self-defeating'.

AEG and Virgin Media O2 have agreed a reported £200m, 10-year extension — called the UK's largest-ever naming-rights renewal — keeping 'The O2' until 2038.

The German Olympic Sports Confederation (DOSB) is creating new structures for esports and gaming ahead of the first Olympic Esports Games in 2027, in a bid to reach a generation that lives online.

Strauss, the Hesse-based workwear brand, is entering Australia and has been named the AFL and AFLW's first official workwear partner ahead of a 2027 launch.

Schwarz Group discounter Lidl has renewed its partnership with the International Handball Federation until 2030 as official fresh-produce partner.