At a recent event hosted by The Subthread, a brand, a platform and a Premier League club talked all things sport partnerships. Though it started off as looking at the more classic approach to partnerships, the conversation moved away from logos and in-stadium opportunities almost immediately.
The truth is that the classic sponsorship model was built for a world where attention was centralised around live matches and broadcast TV. Today, the audience is just as likely to meet your brand via a Netflix docu‑series, a creator’s TikTok or a screenshot in the group chat.
So what does a valuable sports partnership look like in that world?
Why Values Come Before Assets
When that question was put to Oyin Akiniyi, global brand director at Chivas Regal, she set out the brands history and values.
