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David Beckham transcends all forms of society, from football fans of all teams and nations to mums and dads, royalty, politicians and the serving military.
Sports sponsorship has always had glamourous appeal - which brand doesn't want to increase its status by being linked to competitiveness, action and success? But of course for all the high octane thrill and drama often associated with sponsoring a team or individual comes the risk that should things...
Channel 4 scored an important goal last week by landing the three-year ad sales contract for BT's new sports channels, and it will kick-start an exciting new commercial offering for the broadcaster.
As Reid Hoffman, co-founder of LinkedIn states, 'Detroits are everywhere'. He's referring to how once-great companies, like those at the heart of the motor industry, are losing their leadership positions more frequently and quickly than ever before.
So it's caipirinhas all round at Horseferry Road, then, as Channel 4 builds on the success of last year's London Paralympic Games to secure a once-in-a-lifetime trip to Rio de Janeiro in 2016.
Sports sponsorship should be about storytelling and experiential, writes Edgar Kuipers, client services director, Havas Worldwide Amsterdam.
Keep it simple, stupid - it's something I've heard far too many times to count, but rarely is it an easy ideal to keep to, writes Daniel Todaro, managing director, Gekko.
The ECB has dismissed some sponsors within football as 'not appropriate' for English cricket.
Celebrity culture is not dead, but there has been a change in the type of celebrity that brands will align themselves to, asks Paul Porter, executive planning director, MARS\Y&R.
Fifa has outlined its ambition for licensing to be an ever more essential part of its brand-building activity, writes Jessica Blue, event director, Advanstar Licensing.
