Most for-profit companies still confine nonprofit relationships to corporate philanthropy. Donations flow through foundations, annual reports highlight community contributions, and nonprofit engagement is framed as evidence of corporate responsibility.
Menchie's Frozen Yogurt has established itself as the world's largest self-service frozen yogurt brand. CEO Amit Kleinberger expressed confidence in BrandONE, stating, "BrandONE is a thought leader in franchise development, which means being the proper conduit between brands and aspiring entrepreneurs. Their expertise and integrity make them the ideal partner for our growth strategy." This collaboration aims to refine Menchie's growth strategy and attract seasoned franchise operators.
It's obviously going to take time. We need to improve the team, have some additions to really take it to another level. I'm gonna do everything I can to make sure we succeed. I'm just ready to get started.
Total sponsorship investment in F1 is expected to rise 15% year over year, increasing from $2.5 billion in 2025 to more than $3 billion in 2026, according to the latest Ampere Analysis study. The growth reflects F1's transition from a traditional motorsport into a global media and marketing platform, with technology and apparel brands emerging as primary drivers.
If your partner in Munich mishandles customer data, or your reseller in Paris uses a "black box" AI tool to generate deceptive ads, it isn't just their reputation on the line. It's yours. With the EU AI Act now in full swing and GDPR entering its "mature enforcement" era, the distance between a partner's mistake and your company's $20 million fine has never been shorter.
For over a decade, the back of the Barcelona shirt has been a space dedicated to social causes rather than commercial gain. Since 2012, the space below the number has been occupied by UNICEF, and later by UNHCR since the summer of 2022. Far from generating revenue, these partnerships actually saw the club pay €400,000 per season to the UN agency. However, with the UNHCR contract expiring this summer, the club has decided to monetise this asset for the first time.
Personalization is a tried-and-tested way to boost engagement while gathering valuable information about existing audiences - and is proving to be a key driver for the sports industry, says Rawnet's Harry Daniel. For brands looking to score with digital marketing, personalization is a winning long-term business strategy. Personalizing the user experience (UX) via websites and apps keeps fans engaged and enhances brand loyalty. It can help brands to grow, by extending their reach to new users and unleashing untouched opportunities for victory.
They train on it and self-evaluate against it. Yet those AI-driven interfaces increasingly answer questions without sending users to the content source. Google's AI Overviews makes this obvious to many businesses in the form of dwindling search traffic. Many publishers are alarmed, having built their businesses on audience reach, page views, and advertising impressions. When AI systems summarize articles instead of referring readers, the economic model fractures.
Moving from exclusivity to syndication isn't just a tactical move. It's a smarter, more flexible way to grow in a crowded digital world. A few years ago, exclusivity meant success. However, today, audiences have an abundance of choices. Growth now depends on the value you deliver, how far your message travels and how relevant your content feels, not on keeping content locked in one place.
In that experience I came away thinking that associations could actually be stronger for their members if they had voluntary membership, Cofano said. A lot of members view their dues as a tax and that creates this negative tension between members and the organization, and that is always an uphill battle in delivering value. In many parts of the country; however, it was challenging to untie Realtor membership with MLS access, Cofano said, preventing any sort of meaningful change.
Of the $43.9 billion that advertisers in the U.S. are expected to spend on creator marketing in 2026, most of that money - 55% - will go towards ads amplifying the creators' content, not to the actual creation and posting of content by the creators themselves. And that spend is only increasing as creator content becomes a more popular choice for ad creative and paid amplification provides brands with the analytics to be able to more effectively gauge the impact of creators' content.
Nearly two-thirds (63%) of Super Bowl ads featured one or more celebrity talents this year, according to data from TV measurement company iSpot. Back in 2011, only around a quarter of ads included an A-lister, but a reliance on Hollywood names has been typical of Big Game ads since the start of this decade. It's part of a broader pattern. The "built-in affinity" a top name can bring means it's "an easy place to go," said Mike Hayward, chief creative officer at agency Copacino Fujikado.
If you do not get laser focussed on this right now, you run the risk of having marketing activity that drifts loose with no real purpose. You need to base everything you do to promote and acquire new affiliate partners around three clear principles: Why You - Why do you want to work with that affiliate in particular? Why Me - Why are you the right program or affiliate manager for that affiliate?
