THEIR CONTRIBUTIONS

Watching the World Cup: Can TV Encourage Physical Activity?
Sustainability

Watching the World Cup: Can TV Encourage Physical Activity?

by Thierry Lardinoit

The International Observatory of Sports Consumption finds evidence of a positive link between watching and playing.

Should World Cup Advertisers be Worried?
Strategy

Should World Cup Advertisers be Worried?

by Thierry Lardinoit

Under the shadow of protests in Rio, will this event still be able to inspire its public?

David Beckham and the Qatari Vision
Strategy

David Beckham and the Qatari Vision

by Thierry Lardinoit

David Beckham’s move to PSG is about more than just competitive advantage or PR.

Lance Armstrong, Sponsorship and Athletic Credibility
Strategy

Lance Armstrong, Sponsorship and Athletic Credibility

by Thierry Lardinoit

For corporate sponsors, the impact of such a scandal is further reaching than just the short term dollar signs attached to a contract.

London 2012: Marketing Potential and Pitfalls of Olympic Proportions
Strategy

London 2012: Marketing Potential and Pitfalls of Olympic Proportions

by Thierry Lardinoit

With an audience of over 4 billion for the opening ceremonies alone, it goes without saying that London 2012 offers up a golden opportunity for advertisers wanting to reach out to an immense number of fans.