Puma’s leadership team has been waiting for the moment the brand would “invest differently” in marketing, something top marketer Richard Teyssier is confident it is doing with new teams, fewer activations and bigger brand investment.
The sports brand is making its “biggest marketing investment ever” to focus on performance positioning.
CEO Bjørn Gulden admits the company still has a “long way to go” as it seeks to build brand equity and recover from a disrupted few years.
The latest research from Women’s Sport Trust shows 46.7 million people watched women’s sport on linear TV last year.
Peroni Nastro Azzurro 0.0% has signed a multi-year partnership with Scuderia Ferrari, the car marque’s racing division, in a deal that represents an “amazing” fit for the two, according to the brand’s CMO.
Brands and broadcasters should be developing fan bases more to transform attention into revenue for women’s sport.
Leslie Berland had spent almost seven years at Twitter as CMO before Elon Musk’s takeover, and joined Peloton in January to rejuvenate the struggling fitness brand.
Adobe is the latest brand to tap into the opportunity of women’s sport, as the FA announces it will sponsor the Adobe Women’s FA Cup until at least 2026.
Nicole Hubbard Graham returns to the business as CMO after departing in 2021.
The latest Women’s Sport Trust research shows 2023’s viewing figures are down on last year’s, but there was record growth in golf, cricket and netball.
Christmas is a “great barometer” for seeing where the brand is at, says Frasers Group CMO Beckie Stanion.
England Rugby has launched a long-term brand platform in the hopes of doubling participation in rugby union for girls aged nine to 18.
England and Chelsea’s Jess Carter says brands need to get behind women’s sport on a domestic level, and not just for the glory.
Speaking on a panel at Marketing Week’s Festival of Marketing, marketers from Manchester United and the Co-op examined the point of creativity.
The sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.