Our blogs
January 6, 2014
Dakar: Sam Sunderland gets the first victory. Barreda still on top of leader-board
After the win yesterday for Joan Barreda, today it was the turn of Sam Sunderland to take the stage victory. The British rider was a worthy winner of the Dakar’s second special, where the H[...]
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December 31, 2013
F1: Schumacher stable but critical after ski fall
Michael Schumacher, 7 time Formula One world champion, remains in a stable but critical condition in hospital today following his skiing accident on Sunday. Sabine Kehm, Michael’s manag[...]
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June 28, 2013
Repsol and Honda in MotoGP: Thirty Years of Sponsorship, and the Brand’s Second Life in 2026
It’s 1995. Honda consolidates its premier-class MotoGP programme into a single factory team and brings in a new Spanish sponsor: Repsol. At the first attempt, the Repsol Honda Team wins[...]
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June 21, 2013
Red Bull Sponsorship: The Courage to Do What Others Don’t
Courage as a strategy, not a slogan “Red Bull gives you wings.” The Austrian brand’s most famous advertising line was never just a catchphrase. It is, almost literally, a su[...]
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November 22, 2012
M&M’s and NASCAR: Thirty Years, a 4-to-1 ROI and How a Sponsorship Ends
Thirty years, a four-to-one return put on the record in 2012, an exit at the end of 2022 and a one-night comeback in Kyle Busch’s honor: what the M&M’s NASCAR case still has [...]
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October 18, 2012
Red Bull Stratos: Why Red Bull Gave Felix Baumgartner Wings
On 14 October 2012 Felix Baumgartner fell from 38,969 metres and went supersonic with no engine around him. Red Bull did not sponsor Stratos: it invented, funded, produced and broadcast it. W[...]
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