By Seb Joseph

Sponsorships aren’t catering to younger audiences in the way other parts of the marketing mix do, so Iris has launched its on sports marketing division to bring brands closer to that untapped audience.

Dubbed Iris Sport, the division promises potential clients activations that are “more provocative” and “more challenging” than what’s currently being invested in, pushing them beyond the inventory led plans that define traditional strategies.

It’s pitched as the antithesis to all that is wrong with sports marketing today. And all that can be traced back to measuring the success of sponsorships, which the division believes should derive from whether Read full story ›

Source: The Drum