Events and Reports
Standout partnerships currently include deals with Manchester City, the Abu Dhabi Formula One Grand Prix, the Abu Dhabi Tour cycling race, Major League Soccer, the Special Olympics, and the Washington Wizards and Capitals NBA and NHL teams.
Chicagoan Pierce joined Etihad in 2015, having previously held sponsorship roles with McDonald’s Allstate, and Aon – where he put together the high profile shirt sponsorship deal with Manchester United.
On the conversational agenda:
– the differences between the marketing and partnerships approach at Manchester United and Manchester City;
– striking a balance between pursuing pure commercial objectives through partnerships and building Abu Dhabi as a global destination;
– Pierce’s approach to activation tactics;
– forging a USP in a competitive regional airline market;
– the best way to approach Etihad with marketing opportunities;
– the airline’s marketing obligation to the Emirate and how it makes its sponsorship decisions;
– Etihad’s innovative role as both sponsor and rights holder, and the new set of rights that Pierce and his team are marketing.
Pierce is one of the industry leaders taking a role in the judging process for the Leaders Sports Awards. Categories include content creation, on-screen experience, live experience, sponsorship and innovation. Nominations close in May. Go on – get yourself a gong.
Listen to the podcast below, and subscribe today on iTunes, Stitcher, Overcast, or your chosen podcast platform.
Events and Reports
11 May 2023 • Report
Leaders Report – WOW! Moments: Making an Impact with Major Events within Major Events
17 Dec 2021 • Report
How to maximise the value of branded content in 2022
24 Apr 2020 • Report
Leaders Special Report: Sport and gamification
23 Jan 2020 • Report
Whitepaper – Game Changer: Rethinking Sports Experiences For Gen Z
26 Sep 2019 • Report
Leaders Special Report: Merchandising, ticketing, and driving value through memberships and loyalty
9 May 2019 • Report
Leaders Special Report: The Rise of the French Sports Industry
27 Jan 2019 • Report
Lessons from Leaders: What Leaders Week London told us about 2019
15 Jun 2017 • Report
Leaders Special Report: Fan Engagement
Related articles
1 Apr 2022 • Article
Leaders and Deloitte Agree Multi-Year Leaders Under 40 Award Sponsorship
9 Jun 2021 • Article
Leaders Digest: Apple beefing up its sports team; the IOC smartening up its hospitality game
12 May 2021 • Article
Leaders Digest: Amazon turning on another money tap; Ball waxes knowledgeable on media again; and Richard Scudamore gets to work.
14 Apr 2021 • Article
Leaders Digest: Negotiation, boycotts, and seven-figure newsletters.
13 Apr 2021 • Article
Kate Bosomworth – How do you manage?
30 Mar 2021 • Article
George Woffenden – How do you manage?
18 Mar 2021 • Article
Leaders Digest: Drowning in NFTs; floated by SPACs
16 Mar 2021 • Article
Emily Caroe – how do you manage?
2 Mar 2021 • Article
Jeff Slack – How do you manage?
17 Feb 2021 • Article
Leaders Digest: A golden rule for presenting, the noise around audio, and the next spender in sport
16 Feb 2021 • Article
Nathan Hines – How do you manage?
3 Feb 2021 • Article
Leaders Digest: Clubhouse, GameStop and the financial implications for sport.