Focus On Sport

An in-depth look at how brands can use sport to connect with their customers, including case studies from the football World Cup, Commonwealth Games and Wimbledon.

Sporting focus: Olympic Park legacy - Golden moments

Sporting focus: Olympic Park legacy - Golden moments

Olympic Park venues provide echoes of the triumphs of 2012.

Sporting focus: Wimbledon - Courting favours

Sporting focus: Wimbledon - Courting favours

The enduring appeal of Wimbledon provides a perfect backdrop for global brands to connect with their customers. Report by Katie Deighton and Samantha Edwards.

Sporting focus: Commonwealth Games - Bolt tops bill as Glasgow hosts Commonwealth

Sporting focus: Commonwealth Games - Bolt tops bill as Glasgow hosts Commonwealth

Glasgow's Commonwealth Games is one of the biggest events this year, and sponsors and brands are gearing up to launch activations to the world. Katie Deighton...

Sporting focus: World cup strategy - Hitting the target

Sporting focus: World cup strategy - Hitting the target

Events like the World Cup are not an everyday occurrence, so any brand activity must be well planned and relevant.

Sporting focus: UK activations - Home fans line up to join in World Cup fever

Sporting focus: UK activations - Home fans line up to join in World Cup fever

Brands marked the World Cup at home with authentic Brazilian experiences, sporting stunts and immersive activations.

Sporting focus: International activations - The spirit of Brazil

Sporting focus: International activations - The spirit of Brazil

McCoy's, Coca-Cola and Castrol used the 2014 Fifa World Cup to bring the brands to life in Brazil.

Venue files: Sporting

Venue files: Sporting

Event takes a look at some of the UK's sporting venues which are suitable for events.