The Olympic Games are among the most valuable sponsorship platforms in the world. Brands spend hundreds of millions of dollars to secure official rights, hoping to associate thems…
Official sponsorships at global sporting events cost millions of dollars, giving brands exclusive rights to associate themselves with the tournament. Yet, every major event attrac…
Major sporting events create opportunities not only for official sponsors but also for agile brands that know how to seize the moment. During the lead-up to the …
Without being an official Olympic sponsor, Beats became one of the most recognisable brands of the London 2012 Games through athlete visibility.
When Visibility B…
The Olympics Had an Official Film Brand. Viewers Thought Otherwise.
The 1984 Los Angeles Olympics marked a turning point in the commercialization of global sp…
The World's Biggest Cricket Tournament… and an Unofficial Winner
The 1996 Cricket World Cup was more than just a sporting spectacle. Co-hosted by India, Pakistan,…
Ambush marketing is often associated with bold publicity stunts or brands trying to steal attention around major sporting events. Yet one of the smartest examples required no dram…
A $40 Million Sponsorship Was Outshone by Two Tiny Logos
Atlanta, 1996.
Reebok had reportedly invested around $40 million to become the exclusive footwear and …
Few rivalries illustrate the power of ambush marketing better than the battle between Nike and Reebok during the 1992 and 1996 Olympic Games. Although Reebok had pai…
Anthropic's new film, "Hard Questions," extends its "Keep Thinking" platform.
Instead of celebrating what AI can do, the film asks people to question what AI should be allowed …
The 2026 FIFA World Cup kicks off in days. Sponsors have spent months unveiling kits, mascots, mini-balls and immersive fan zones. But the cleverest activation in the entire build…
Every brand wants a piece of the World Cup. Most reach for the obvious: a star footballer, a stadium-sized stunt, a jersey tie-in.
IKEA Canada looked at the same opportunity an…
On a Thursday morning in May 2026, somewhere in a Toronto agency office, a strategist refreshed a browser tab for the fourth time that hour. The number on screen kept moving, and …
How Heinz and Heineken turned a fridge habit into a World Cup talking point
Some brand collaborations need a brief, a deck, and six months of legal review before anyone agrees …
