Brands all want a stake in women’s sport but not all of them know what to do with its stories. While audiences and investment continue to grow, the real value lies in the depth, emotional resonance and just pure fun of the female athletes’ experience.
The ‘Richness’ of Female Athletes and Why Brands Need to Go Deeper
Brands are falling over themselves to get into women’s sport, but too many still treat it like a bolt-on sponsorship. The real wins, however, can be found in telling richer stories, tapping into their wider passions, and committing to the game long after the final whistle.
How Sports Partnerships are Evolving: From Logos on Shirts to the Group Chat
Modern sports sponsorships are shifting from logos on shirts to culture‑first partnerships. In a packed Soho pub, Chivas Regal, Snapchat and a Premier League club discussed how brands can build stories that resonate with real fans – and how to actually make it into their closed communities.
Alex Zeevalkink
Brandmakers with James Rothwell, Senior Vice President Marketing at Zalando
Zalando’s James Rothwell on how a retailer learns to think like a publisher, why content and entertainment sit at the centre of its next chapter, and what it takes to turn a fashion platform into a broader lifestyle brand.
Hannah Bowler
Take the Future Seriously: Why AI Needs More than Legacy Thinking from Leaders
A wave of AI-led change is colliding with old corporate models. In a recent talk, Dex Hunter‑Torricke argues that marketing leaders need to stop “winging it” on AI and start redesigning their roles, teams and systems for the future they actually want while change is still possible.
Hannah Bowler
To Survive Brands Must Sell Utility Over Desire
As growth stalls and the planet strains, the brands that will remain won’t be the most desirable, but the most useful. These essential brands should rely on systems, values and quality which people trust and use, says designer David Johnston, founder of Accept & Proceed.
Hannah Bowler