Category: Blogs

In just a few weeks, the 2024 Olympic Games will head to Paris. Despite ranking comfortably within the top three most-watched global sporting events, the Olympics stands apart with its notably brand-free stadiums and field of play. Yet, the absence of visible logos hasn’t deterred sponsors, having generated over $2 billion of annualised spend – a figure more than any other sporting property.

It’s a bumper summer of sport this year headlined by two huge sporting events, Euro 2024, and the Paris Olympics. However, let’s not forget the annual highlight of the tennis calendar, Wimbledon. As the tournament unfolds over the next two weeks, Luscid’s Chief Strategy Officer, Damien Gillman, analyses this prestigious event’s value.

Led by the NFL, the major US sports federations have accelerated their growth on the other side of the Atlantic in recent years. Luscid’s Commercial Manager Ajay Suglani analyses the considerations this will have on sponsorship strategy at brands and rights-holders alike.

Sponsorship marketing has sometimes struggled to gain the same level of trust amongst brand marketers as other marketing verticals. Luscid CEO Harry Coe explores why this may be the case – and what can be done to improve matters.

As audiences engage with their interests and passions more consistently than ever before, Chief Strategy Officer at Luscid, Damien Gillman, emphasises the importance of partnership marketing in helping brands become an organic part of their customers’ daily routine.