Brands go for gold in sports partnerships

MICHELLE TURCHINI

Apparent creative director

There’s nothing like a sporting event to bring crowds together in a moment and allow them to experience something out of themselves. There’s a huge emotional pull; the stories, the action, the heroes and falls; it doesn’t get more dramatic than a big arena. Brands that can leverage any of these things in a natural and synergistic way can create a feeling, and therefore allegiance, that can be incredibly valuable.

JENNY LIU

DDI art director

Sports. Competitiveness. The primal desire to win. These