By Thomas Hobbs

With the third round of the newly-titled Emirates’ FA Cup kicking off this weekend, the domestic football competition’s marketing manager Lucy Roberts-Hartley says it is now focused on channels such as Instagram and aiming to add more excitement to its messaging in order to stay relevant.

Last May, the FA announced that Emirates would take over from Budweiser as the primary sponsor of the competition in a £30m, three-year deal.

While the announcement wasn’t surprising given Emirates’ recent aggressive sponsorship activity across different sports, the move represented the first time the FA Cup had renamed the competition to include a Read full story ›

Source: Marketing Week