As sports sponsorships soar in value, success now lies in going beyond traditional activations. Today’s winners embrace social and community co-creation to turn headline deals into lasting cultural partnerships. Moderated by Born Social’s Callum McCahon, this panel features Ellie Norman (CMO, Formula E), Paddy Carberry (Head of Sport, Guinness), and Katy Bowman (Head of Sponsorship Partnerships, Barclays). They’ll discuss strategies behind impactful partnerships, common pitfalls, and how to craft activations that resonate in 2025 and beyond.
