The Consultancy is in the blog

  Here are the most important sports events not to be missed this summer, selected by The Consultancy Group: 

Creating a brand to reflect a business is one of the most important missions every entrepreneur has to tackle when starting a company. Beyond a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and helps acquire new customers. But be careful, this is not a one-time mission. A brand and its branding aren’t static and can’t just be set up once and then ignored forever after.  Many companies start off in one direction, but they don’t necessarily keep that course. They grow and adapt, they add more services, change their business model, decide that perhaps the audience they were once aiming for isn’t the one they want to target anymore. Maybe the founder decides to add a specific product or service or focus on a new market, another reason may be a shift in focus to a product that is outselling the competition.  Industries can change in the blink of an eye and customers can come to expect something new overnigh...

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

How is the luxury market affected by COVID-19. Find out our selection of the latest articles on the subject : An Hermès boutique in China made $2.7 million in one day after it reopened Is Hermès’ blockbuster reopening in China a barometer of things to come in post-pandemic luxury shopping? The French heritage brand’s Guangzhou flagship store reportedly achieved $2.7 million in sales when it reopened this weekend, according to WWD. This figure is believed to be the highest daily haul for a single boutique in China, and offers hope to luxury brands and retailers of what economic recovery may look like in the coming months .  Read more... Rolex, Patek Philippe, and more luxury brands leave Baselworld for new trade show with Watches & Wonders in Geneva This might not be the end of Baselworld, but it is the end of Baselworld as we know it. Rolex, which has been among the least vocal brands since the beginning of the COVID-1...

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: Vogue Business - 6 ways blockchain is changing luxury Observer - Marriott Announces Luxury Airbnb Competitor ‘Homes & Villas’ Haute Time - Rolex Awards For Enterprise: A Commitment To A Perpetual Planet   Eco-Age - Gucci launches open source Digital EP&L on #WorldEnvironmentDay   SportsPro - FIFA to reduce gender pay gap after 2019 Women’s World Cup Sport Industry Group - AELTC, WSL announce environmental ventures Don't forget to hit the Subscribe button to be notified of our new article! 

Lydia Ko in action during the 2017 Evian Championship. Photo by Rolex/Chris Turvey In our last article, we discussed women often being neglected in sports sponsorships. But brands are starting to realise their potential and this golden opportunity is not to be missed! What about the commercial side? From a purely ROI perspective, an important factor to take into account is that women control about 80% of consumer purchases. This fast-growing female economy means that women have increased financial stability and great buying power. Propagating the excuse that sports sponsorships are only market-driven in order to justify the lack of support for women’s teams will no longer cut it. Women’s sport is a market with great potential for sponsorships and the growth in the industry only serves to validate this. Brands need to continue to be more exposed to the women’s game and acknowledge the economic value women represent today.  Many successful brands have realised the valu...

As the Easter weekend is coming, here are some of the most interesting articles of the last weeks selected by The Consultancy Group: Stratechery - Disney and the Future of TV Bloomberg - Vista Global Buys an Uber For Private Jets Sportspro - Tiger Woods’ Masters win swings Nike US$22.5m in exposure   Marketing Week - Why behaviour beats demographics when it comes to segmentation   CNBC - This esports giant draws in more viewers than the Super Bowl, and it’s expected to get even bigger Forbes - Breitling Bolts From Baselworld, For Now, As The Fair Repositions Itself And Struggles With Timing JOE - UEFA release Game of Thrones style video sequence featuring Euro 2020 host cities SportBusiness - ATP Finals set for move to Turin Don't forget to hit the Subscribe button to be notified of our new article! 

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: AdWeek - The NYC Luxury Retail World Is Already Crowded. Can Neiman Marcus and Hudson Yards Stand Out? CNN - Mike Trout: Los Angeles Angels star to agree richest deal in sport with $430 million deal Luxury Society - How Baselworld Can Establish its Relevance Once More   Wide World of Sports - Carolina Hurricanes' classic response to being called 'jerks' by iconic NHL commentator Don Cherry   SportsPro - Why Red Bull Media House is the ‘King of Content’? Forbes - Sports Betting Explodes During March Madness, And AGA Estimates $8.5 Billion Bet On NCAA Tournament Bloomberg - Netflix’s Growth Helps Streaming Eclipse Cable Subscriptions Don't forget to hit the Subscribe button to be notified of our new article! 

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: Sport Industry - Rolex Grand Slam of Show Jumping is celebrating the results of its multi-platform campaign AdWeek - Nike Stock Takes a Hit After Duke Star Player Zion Williamson’s Shoe Splits on the Court   Luxury Daily - LVMH appeals to eco-conscious consumers with new sourcing standards   The Washington Post - Digital advertising to surpass print and TV for the first time, report says Sportcal - What is a place in the Olympic Games worth? Inc.com - This New Nike Ad Narrated by Serena Williams Sends a Powerful Message About Women at Work SportsPro - Report: DAZN plans US$2.5bn media rights spend WatchPro - Rolex takes Oscars stars to the bottom of the ocean in this year’s green room Don't forget to hit the Subscribe button to be notified of our new article! 

Here we are in December, the month that wraps up the year and leaves us happy to participate in holiday festivities. One of our greatest joys of this season is the opportunity to say thank you. As our gift for the end of the year, here are some of the most interesting reads of these last weeks: Hodinkee - Rolex Launch 'Rolex.org' Website Reuters - Nadal to join Roger Federer in 2019 Laver Cup   CBC - Boeing buys 80% of Embraer's commercial aircraft operations for CAD$4.2B SportsPro - IOC and Alibaba launch first Olympic online store on Tmall FHH Journal - SIHH and Baselworld to coordinate their dates from 2020   The Consultancy Group team wishes you a strategically innovative 2019, and don't forget to hit the Subscribe button to be notified of our new article! 

Source: Rolex / John Buckle (2018) Is there such thing as the perfect athlete sponsorship contract for a brand? No, but a couple of great deals have been made in the last 50 years, with huge impact for both brand and athlete: Jack Nicklaus, Michael Jordan, Michael Phelps, Kobe Bryant and David Beckham are just a few that come to mind. There is one athlete in particular who is taking the lead by far in my opinion. He has ruled tennis the world over for the last two decades. He is none other than Roger Federer. I will not dare to present the prestigious list of trophies that "King Roger" has won, although I would wager that he goes down as one of the greatest sportsmen in history. Over his 20-year career, Roger Federer has been a brand ambassador for some of the world’s most famous names: Rolex, Credit Suisse, Nike. His recent move from Nike to Uniqlo – a reported deal of U$S 300M over ten years – has shaken the world of athletic sponsorship. Source: Forbes (20...