Heineken Star Player: how sitting on the couch led to a sponsorship world first
Simon WassefAKQA
SYNOPSIS
Sponsorship, like football, is a funny old game.
Today the analogy is more apt than ever because digital media has completely changed what it means to be a sponsor brand.
Digital media provides myriad new ways for brands to activate their sponsorship and create value for the property, the fans and themselves.
In the media-saturating hype-machine that is the UEFA Champions League, adding genuine value is the only way for a sponsor brand to stand out and avoid being trumped by competitors....