Insights from the agency Cake

Some might say you’d be irresponsible to ‘shell out’ tens of thousands, or maybe millions, on a partnership deal in today’s challenging times. Or that renewing a shiny ‘toy’ – as budgets are wantonly slashed across every vertical – is decadent. Superfluous, even, when a fee to partner with … Più informazioni

Intro copy This year’s UEFA Champions League Final will be accompanied by a ground-breakingly accessible broadcast. Here, we talk to those involved in creating EE and BT Sport’s innovative ‘New Signing’ campaign; Head of Group Sponsorship at EE, Matt Stevenson; Sport and Culture Creative Ag… Più informazioni

EE, the lead partner of all Home Nations football teams, has joined forces with Vinnie Jones for ‘No-Fans-Land’, a film marking the upcoming Wales vs England fixture in the 2022 FIFA World Cup. The crucial clash is one of the stand-out fixtures of the tournament group stages, with the two n… Più informazioni

Emma Raducanu has had a whirlwind year. Since making tennis history in 2021, becoming the youngest female British player to win the US Open, she has signed a number of lucrative sponsorship deals as her profile continues to rise. HSBC was the most recent addition to her endorsement portfoli… Più informazioni

With today’s launch of FIFA23, EA and FIFA blow the final whistle on their 30-year partnership. Strategist at Cake, Tom Storey explores why EA and FIFA split, considers what’s next for football gaming and spotlights some opportunities for brands. This time every year, the new version of FIF… Più informazioni