Thoughts and ideas on the partnerships and communications industry from the team here at Mallory Towers.
We are facing a global crisis unlike any we have known and sport is proving to be one of the higher profile business casualties of the pandemic with far-reaching economic, social and structural consequences for the future revenues of rights holders. From elite to grassroots and governing bodies to promoters - every organisation will be affected. Our question for sports rights holders is, "Are you ready for the New Normal?"
James Toller’s musings on the importance of sports effectively adopting their own purpose and demonstrating their unique values as they enter a new era…
The COVID-19 crisis has proven to be extraordinarily unpredictable. Angus Bonner gives his top 5 responses by brands / rights holders to this rapidly developing environment.
Alicia Glenn started her internship at Mallory Group the day social distancing measures were implemented. Read about her experience here.
James Toller answers questions on the impact of Coronavirus on brands and rights holders.
Our second ever employee is moving on to become an accountant after a six month internship and 18 months full time with us. Read about his experience with us here.
How to ensure that your voice cuts through the crowd in an already saturated world of digital marketing messages.
The influencer industry is growing up and about time too. Christianne Whitehouse takes a look at the professionalisation of this vital part of the marketing mix, and how we intend to use it in 2020.
At the dawn of the new decade James Toller identifies 5 key trends that he expects will affect and excite the sports and entertainment industry.
Fresh from acing the University of Cambridge Institute of Sustainability Leadership Business Management course Emily Caroe shares her learnings and what this new knowledge will bring to Mallory Group.
Airbnb has signed on as a new Worldwide Olympic Partner, but is the deal with the IOC too good to be true? Emily Caroe explores the potential repercussions of the deal that covers the next five Olympic cycles and why it could be a bumpy road ahead.
Given the unique place sport holds in society as a potential driving force towards social and political change, we explore the importance of aligning your sports partnership with values similar to your own.
Mallory Group's new Account Manager explores the potential side effects of brand censorship within the food and beverage industries in her debut blog.
Driving return from a global sponsorship property is a complex process but it doesn’t have to be complicated. James Toller takes a look from an automotive brand’s perspective at how a major sporting event can touch multiple business units across an organisation.
As relationships between athletes and brands become more meaningful, more integrated and more measurable, a lot of brands are moving their marketing away from a traditional product endorsement model and seeking out deeper and more tangible relationships with those that they partner with.
An introduction in to the importance of sustainable practices at events and a guide that will help you put them in place.
Exploring what we can expect from the first Rugby World Cup hosted in Asia and what it means for the future of the sport.
Mallory Group has been appointed by The Epicurean Club, the leading Collection of the very best inns and pubs within Britain, on a dual brief. The brand partnerships and sponsorship consultancy will manage the strategy and search for premium partners for the Club as well as delivering the UK-wide communications outreach.
Exploring what makes an agency great in a world of ever increasing data, technology and a desire to differentiate.
Examining the latest changes to the IOC’s Rule 40 and what it means for brands and athletes in the run up to Tokyo 2020.
With sponsorship becoming easier for businesses to justify due to its commercial relevance we look at the different ways in which sponsorships create impact and how value is realised
Preparation is key for any business and if you haven’t already got a crisis comms plan in place, answering the following questions is a great place to start.
A critical breakdown of the Request for Proposal process and a checklist that all brands and right holders should strive to adhere to.
Global performance apparel brand Musto has appointed London-based Mallory Group for an international PR brief following a competitive pitch. The heritage brand engineers cutting-edge performance wear and is the world’s leading sailing brand and a British leader in shooting and equestrian sports.
Dee Caffari MBE, our latest guest writer and the first woman to sail solo, non-stop around the world in both directions, shares her thoughts on gender diversity in the world of sailing.
An insight into sports’ transition from a competitive past time to a social experiment
We caught up with Charlie Hustler, who was lucky enough last month to experience this ‘bucket-list’ event first hand.
Emily Caroe discusses the ever broadening opportunities to inspire that charitable campaigns such as Common Goal have enabled in the sporting community.
In recent years Formula E has taken the motorsport world by storm. James Toller explores why the sport has exploded into the mainstream and why so many brands and OEMs are keen to be involved.
With less than 50 days to go until the Cricket World Cup we explore why 2019 is set to be an important summer for the English game as one-day cricket returns to its roots.
After a fascinating day supporting ROI Exposed we explore the questions raised around sponsorship measurement and evaluation across the industry.
Emily Caroe celebrated International Women's Day at Facebook's London HQ hearing from senior executives within the industry on what can be done to address the gender inbalance
The influencer industry set to reach a staggering $10 billion in value by 2020 and is resultantly becoming increasingly difficult for brands to ignore. There are, however, numerous considerations that need to be taken into account before taking the plunge
Despite making greater investments into sponsorship, many brands are still not fully utilising their partnerships. We explore what's missing from these marketing collaborations and what needs to be done in order to fully implement them
Not only is it the Year of the Pig, it's also (we've decided) the year of the small agency. Would you like to see your fees spent on talent and not trappings? Hiring a small agency could be just what is needed to transform your story.
Having already taken the US and Asian markets by storm, 2019 looks set to be the year that esports finally enters the mainstream in the UK. In preparation we explore what the early movers on the sponsorship scene are doing and what key considerations prospective brands should be taking.
As we welcome in the New Year we explore the top 5 opportunities and challenges that will face the sports marketing world in 2019
Measurement and evaluation of sponsorships and brand partnerships must be allocated adequate budget to support their valuable role in a brand's marketing mix..
It's a tumultuous period in the swimming world as athletes globally are speaking out against FINA's opposition to the proposed International Swimming League.
An opinion editorial by Ben Nichols, the former Senior Media Relations and Communications Manager at WADA and Director of Communications and Public Affairs at the Commonwealth Games Federation.
England Netball lead the way as the rise in popularity and engagement in women's sport provides a significant opportunity for brands.
With the 2019 Rugby World Cup less than ten months away we explore the commercial state of the game and what effect the Webb Ellis trophy being contested in Asia for the first time will have.
Are you looking to approach businesses for sponsorship? Read on for our top five tips on how to make the best impression on your hunt for partnership support.
With the likes of Amazon Prime, Netflix and Facebook establishing themselves as serious competitors to the established order, 2019 is set to be a ground-breaking year for sports broadcasting in the UK.
For a marketing discipline that is realising such growth and increasingly recognised as a key component of the marketing mix, attention to how we measure the impact of sponsorships is critical to the continued growth and success of the industry.
Last week in Sarasota, Florida, the governing body of sailing voted for there to be an offshore sailing class at the 2024 Olympic Games - a great move for the sport.
Emily Caroe interviews Anne-Cécile Turner, Sustainability Programme Leader for the Volvo Ocean Race and Director at Blueshift, an agency specialized in sustainable development consultancy.
As La Liga test the waters for inter-continental expansion a proposal bearing an uncanny resemblance to the 39th Game has emerged, causing heated debate amongst football’s governing bodies, fans and players alike.
Millions of race village visitors; national coverage in print and broadcast media; three months of 24/7 live sport output; state of the art innovation and technology: it's a good time to be a sailinging partnered brand and Netflix France are getting in on the action.
Time will tell as to whether Manchester City will win the Premier League for the second time in two years but they have certainly won a new-found respect and appreciation from sports fans across the world which will stand them in good stead for the future…
When is the best time to post? What social media channel should I use? Is paid social media support really necessary? Emily Caroe answers the top 3 questions most often asked.
Move over Kylie Jenner, there's a new social media influencer in town. Barnsley FC super-fan Chris Ryder has lit up Twitter when he shared a letter he received from the CEO of his club and the engagement he's had around the world puts the so called 'mega-influencer' to shame.
Adam Peaty MBE has a new World Record to his name. An incredible performance at the LEN European Aquatics Championship where he clocked a staggering 57:10 seconds for the 100m breaststroke.
Preparing for a crisis is THE critical piece of work that is often left too late. Don't get caught out too late. Prepare, practice, tweak and practice again. And again. Then if the worst happens you can be on the front foot ...
With sustainability top of the agenda for many businesses, sport is being seen more and more as a relevant and effective medium to bring about a change in consumer behaviour for the good of our environment.
Musto a nommé Mallory Group, agence basée à Londres, après un appel d’offre pour les relations presse de la marque à l’international. La marque anglaise, qui conçoit des vêtements à la pointe de la performance, est une référence mondiale pour les vêtements technique dans la voile et un des leaders britanniques pour les sports équestres et le tir.