Sports sponsorship marketing: How to secure long-term relevance and resonance

In this week's podcast, WARC’s Lena Roland talks to sports marketing consultant James Williams and 5T Sports Group’s Aileen McManamon.

Where to listen


02:30 – Intro to James 03:45 – Intro to Eileen 05:23 – Six ways brands can secure long-term relevance 07:55 – Values-aligned partnerships 12:47 – Storytelling opportunities 18:11 – Sportswashing 23:38 – What can brands do to shift to a values-based sponsorship model? 29:50 – How should marketers measure their ROI? 33:43 – Advice to marketers who want to get started.

Further reading

The evolution of sports sponsorship marketing

The Big Picture: Sponsorship


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