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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...
Georgie Maynard
Nov 1, 20225 min read
228 views
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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...
Georgie Maynard
Jul 5, 20223 min read
24 views
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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...
Georgie Maynard
Feb 10, 20225 min read
157 views
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Why backing fearless performances is scoring goals for Puma
For a sports sponsorship to hit that sweet spot it needs two fundamental things...
Georgie Maynard
Aug 24, 20204 min read
366 views
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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,...
Georgie Maynard
Sep 17, 20196 min read
403 views
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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...
Georgie Maynard
Jan 8, 20194 min read
839 views
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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...
Georgie Maynard
Apr 5, 20183 min read
35 views
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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...
Georgie Maynard
Mar 28, 20182 min read
60 views
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