ARF: Navigating Creative Strategy in High-Profile Sports Sponsorships

As major global sporting events set the cultural agenda—from the Super Bowl and Winter Olympics to the upcoming FIFA World Cup—brands face heightened creative and strategic pressure to deliver messaging that fits both the moment and their long-term brand strategy.

Join us for the ARF Creative Council’s session exploring how advertisers navigate the unique demands of sports sponsorships and partnerships, where creative must harmonize with the event, while reinforcing brand purpose and positioning. Expect to hear more about:

• Strategies for brands to align messaging with the spirit of major sporting events while protecting brand equity
• Real-world examples of how brands balance their unique attributes with the event’s ethos
• How creative strategy for sports sponsorships differs from standard brand campaigns
• How audience research and testing practices evolve for major televised and global events
• Make smarter creative and measurement decisions ahead of upcoming high-stakes events

For more event and registration details, please visit the ARF website.

Speakers:

• Jillian Rice (Moderator), VP Creative Excellence, Ipsos
• Kristin Rumble, VP Brand Strategy & Creative, Coca-Cola
• Matthew Gottlieb, SVP Insights & Measurement, NBC Universal