The Consultancy is in the blog

Here is a review of the best of Summer, selected by The Consultancy Group: 

   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: 

  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...

Pocky Lee The year 2020 should have been marked by major sporting events, but most of them will have to wait until 2021. The current situation, however, did not stop The Consultancy Group from supporting, advising and guiding its clients to success. Founded by Anthony Schaub, The Consultancy is celebrating its 4th birthday, the equivalent of an Olympic cycle. Its professional and motivated team sees each new project as an opportunity to excel. Thanks to their continued achievements, The Consultancy was able to strengthen its workforce to a dedicated team of six. Focused on the future, the marketing firm’s local and international clients rely on them to set increasingly ambitious goals. The strength of The Consultancy is based not only on its global network of prestigious partners, but also on the experience of its "Success Managers". They hail from various industries, bringing diverse yet complementary skills, from which emerge innovative, solid and la...

Anthony  Schaub, founder of The Consultancy Group, discusses this topic in an  article  on Luxury Daily  dedicated to spon soring and luxury brands .

Will the revamped Davis Cup prove a commercial success? By Merrick Haydon The 2019 Davis Cup took place last week in Madrid, as the annual team tennis event began in its new ‘World Cup-style’ format. The International Tennis Federation (ITF) entered into a 25-year agreement in August 2018 with Kosmos Global Holding, with the tournament now taking place over the course of a single week, in a single location, at the end of the tennis calendar – rather than across the year.  The new format and Kosmos, fronted by Barcelona and Spain football star, Gerard Pique, had a mixed response . Australian captain, Lleyton Hewitt, said earlier this year: “We're getting run by a Spanish football player. That's like me coming out and making changes to the Champions League.” While Andy Murray also expressed his reservations about the atmosphere: "The one thing I loved about the Davis Cup before was the atmosphere you played the matches in and the home and away element. They are so...

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...

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...