Successful sponsorships are symbiotic not transactional
In light of Visit Victoria’s recent announcement that it will partner with the Australian Diamonds, we ask what does the data tell us...
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Georgie Maynard
- Jul 5, 2022
- 3 min
Not just the King of Spin, but the King of Connection too
The passing of Shane Warne not only took us all off guard, but the emotional impact it had on us was telling. At first it was utterly...
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Georgie Maynard
- Feb 10, 2022
- 5 min
Deepening Emotional Connection - where to focus the 'team' or the 'individual'?
Recently a client asked us whether fans follow 'teams' or 'players' and which of the two is more prominent in driving emotional...
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Georgie Maynard
- Aug 24, 2020
- 4 min
Why backing fearless performances is scoring goals for Puma
For a sports sponsorship to hit that sweet spot it needs two fundamental things...
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Georgie Maynard
- Sep 17, 2019
- 6 min
John & the Parramatta Eels, a modern day love story about understanding customers to reignite th
Before the NRL and AFL expansion, before the Big Bash, before the proliferation of women’s sports, marketers may not have thought it but,...
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Georgie Maynard
- Jan 8, 2019
- 4 min
Why Emotional Connection holds the key to sponsorship success
The BenchMark 2018 Report, launched in November, discovered that emotional connection is a critical component to ensure sponsorship...
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Georgie Maynard
- Apr 5, 2018
- 3 min
Ball tampering: whose corner are you in?
This is the story that just won’t go away. Ten days on and the ball tampering scandal still has the ability to drag good friends into...
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Georgie Maynard
- Mar 28, 2018
- 2 min
A long road to travel for CA in order to restore faith in Test Cricket
A True Start Report into the ball tampering incident has unveiled an overwhelming lack of faith in the Australian Test team amongst the...
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