Creative Council Peek Behind the Curtain: Brand Meets Game: Navigating Creative Strategy in High-Profile Sports Sponsorships

As major global sporting events set the cultural agenda, many brands seize the opportunity to partner with these sporting events. How does that affect their creative strategy and the content of their ads? What research do they undertake to align their strategy with the ethos of the event? The ARF Creative Council answered these questions and more on March 4. The panel included NBCU, the network that broadcasts the Olympics and Super Bowl, and two advertisers that have been prominent in sports sponsorships: Coca Cola and Bank of America.