Brand Affair

  As the Six Nations comes to a close, this blog compares the Guinness’ activation to Coca Cola’s Premier League campaign as they are both new, similarly positioned, sponsorship campaigns. The two brands both have significant heritage within their respective territories, yet they are both using fan’s passion as a vehicle to drive awareness of

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  A year ago, we predicted the key trends in the 2018 sponsorship landscape (http://brand-affair.co.uk/2018/01/18/new-year-new-predictions/). This month’s blog looks at how accurate our predictions were. Ambush brands will unsuccessfully clutter the World Cup One brand opitimised this; Burger King. They announced a promotion on Russian social media offering women 3 million roubles ($47,000) and a lifetime supply

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As Guinness are unveiled as the new 6 Nations title sponsor, we analyse whether this will be an effective sponsorship. On the surface, this is a great deal for Diageo, if the rights fee reports of £6m are correct. Whilst it is likely that this reduced price will only be applicable for the first year,

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