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In-Depth

The people behind sports sponsorship and marketing

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Behind every brand, from relative newcomers to the biggest spenders, marketing executives are challenged with aligning with the right sports properties and getting the most out of their sponsorships.

Team partnerships, naming-rights deals, tournament title sponsorships — whatever the structure, marketers must make the most of various inventory and platforms to achieve real connections with consumers and forge ongoing relationships.

In the pages that follow, we highlight eight of these brand-side gatekeepers as they discuss their strategies, the trends they’re watching in sponsorship and marketing, campaigns that have worked for them, and what they think sports properties could do better.

StubHub

Uber

Constellation

GoPro

The Hershey Co.

SAP

Dean & DeLuca

Delta Air Lines

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