By Ben Kay

With 100 days to go to until the Olympics, Rugby World Cup winner turned ad agency partner Ben Kay tells us why sports sponsors must get closer to athletes or risk wasting their investment.

With the Rio Olympics now 100 days away, get ready for an avalanche of sport-themed campaigns from the games’ sponsors. There will be shots of athletes looking moody. There will be attempts at humour. There will pumped-up exhilaration. There will even be guerilla marketing from renegade non-sponsors like Paddy Power.

But, sadly, there probably won’t be much deep insight. And that’s a crying shame. Because without thorough Read full story ›

Source: The Drum