The Consultancy is in the blog

  Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: 

Through our bi-monthly Friday Press Review, the team selects the most interesting news in marketing industry, mainly in sports and luxury fields.  As 2020 is ending, we picked the 12 top news that marked this year in our special edition. Here is our 2020 Friday Flashback Press Review.

  Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:

  Frank Fifea / AP   In 2018, our article Federer and the golden nugget: the value of athletic sponsorship honed in on the art of finding a perfect fit between a brand and an athlete. We talked about Brazilian superstar and forward for the Paris Saint-Germain football team, Neymar da Silva Santos Jùnior .    Already admired from a very young age, Neymar was nicknamed “ O Ney ”, in reference to “O Rey”, the alias given to the legendary footballer Pelé. The bar was set high for young Neymar. Nike knew he was special from the start and decided to make a long-shot bet that he would live up to his reputation.      Imagine you’re a 13-year-old teenager , already playing first team for Santos FC in Brazil, and the biggest sports brand in the world knocks at your door offering you a brand ambassador deal . Would you be crazy enough to say no?   Santos FC   Of course not! So, the wonderkid signs with Nik...

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: 

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group:  Business of Sport - starting a rEvolution with Merrick Haydon The Sporting Blog dusted off its Business of Sport section and put some questions to the Managing Director of sports and lifestyle agency rEvolution, Merrick Haydon .  Read more... Cannes XR Virtual brings Art to life with virtual reality Cannes XR Virtual is The Marché du Film’s online virtual reality art showcase taking place from June 24 to 26. You can access the exhibit using multiple formats across various platforms.The virtual exhibit seeks to bring together executives from the traditional filmmaking industry, indie producers, XR artists, tech giants, and investors .  Read more... Nike's 'For Once, Don't Do It' ad seen as empowering, exploitative: study Nike's "For Once, Don't Do It" ad was perceived as empowering by 60% of respond...

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: Pernod Ricard using flavoured gins to "recruit" people into wider category Pernod Ricard says its flavoured Beefeater gins are doing a “good recruitment job” for the wider category, especially among younger consumers who are new to gin and looking for something a little less gin-y than the core London Dry product. “What we do know is people that have been exposed to, or who are aware of, Beefeater Pink Strawberry – are much more favourably disposed then to Beefeater Dry, so we do see that conversion taking place,”.  Read more... Nike releases "Mamba Forever" tribute to Kobe Bryant Entitled 'Mamba Forever', referring to Bryant's self-given Mamba nickname, the emotional commercial shows simple white text on a black background, featuring multiple tag lines -- beginning with 'Philly Kid,' and ending with 'Mam...

Citius, Altius, Fortius By Emily Turrettini The famous Olympic motto which motivates all high performing athletes, also inspires the sports companies that cater to them – as they develop the scientifically designed gear which enables them to go faster, jump higher and be stronger.  But technology enhanced clothing is often the subject of debate for giving an unfair advantage to those who wear them.   Famously, the Speedo LZR full body-length swimsuit made of polyurethane, worn by athletes in the 2008 Olympics, broke 13 world records and was subsequently banned from Games. The suit both compressed the body while trapping air for buoyancy, reducing drag and friction, allowing the swimmer to move faster on the water. Even Michael Phelps, who won seven medals at Beijing wearing the Speedo LZR, agreed with the ban.  USA Today But now, it’s Nike's carbon blade and air-foam footwear models in their Vaporfly range , which are the subject of controversy, as...

A few weeks ago, you read our article predicting a big change in women’s sports. Not going to say we told you so, but almost…  Now that the dust has settled, we thought it would be a good idea to take a look back at a month of top-class international soccer, by breaking down the good, the bad and the awesome from this undeniably memorable Women's World Cup.  Scott Winters/Icon Sportswire/Getty Images More than a game, a fight for equality It has been impossible to ignore the United States Women’s National Team (aka USWNT) throughout the entire 2019 FIFA Women's World Cup . We all remember US co-captain Megan Rapinoe and Rose Lavelle securing the win in front of a sold-out crowd of 57,900 people filling the Stade de Lyon. Fans were chanting for equal pay when FIFA president Gianni Infantino and French president Emmanuel Macron were on stage handing out gold medals to the US players. When most teams would have soaked up the praise and celebrated winning the b...