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How sponsors will react if a Covid-19 spike gets the Tokyo 2020 Olympics canceled

How sponsors will react if a Covid-19 spike gets the Tokyo 2020 Olympics canceled
thedrum.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from thedrum.com Daily Mail and Mail on Sunday newspapers.

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Planned European Super League could be bad news for advertisers

Planned European Super League could be bad news for advertisers
campaignlive.co.uk - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from campaignlive.co.uk Daily Mail and Mail on Sunday newspapers.

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The rise and rise of fitness as a service brands – an exercise in opportunism

Lessons in agility from the rise and rise of fitness as a service brands
From Peloton to Apple Fitness+, the rise of at-home workouts has paved the way for brands offering ‘fitness as a service’ to build cult followings and lift revenues in the process. Where some have gamified sport, others have hinged their proposition on glossiness and exclusivity. The real question, though, is whether they can stay relevant when life returns to normal?
Prior to 2020, you might have known Peloton best for the ridicule it faced over a “dystopian” and “sexist” Christmas ad showing a husband giving his wife a stationary bike as a gift. Fast-forward just over a year and the high-end exercise firm has seen global membership surge to 1.63 million, with revenues forecast to hit $3.9bn in 2021. ....

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