Brand Partnerships – storyboard18

Why some sporting bodies need to look beyond tactical brand partnerships

Roy will succeed Selman Careaga, who began a new role June 1 as president of the company’s ASEAN & South Pacific operating unit. Roy will begin his new duties Sept. 1, reporting to Manolo Arroyo, executive vice president and global chief marketing officer.

“Many sporting bodies (not all) still see brands and companies as cash sources, and thus most of the partnerships are short-term tactical ones.” – Arnab Roy, vice president and head-marketing, Coca-Cola India and Southwest Asia.