Describing sport as a “profound way to connect”, CMO Nina Bibby believes sponsors should push boundaries and appreciate it won’t always be “slick and perfect”.
Barclays has been in the sports partnership space since 2001 when it began its relationship with the Premier League, a strategy which has expanded to the Women’s Super League, Wimbledon and Lords.
Crediting her family’s love of sport and sport’s connection to its audience, group CMO at Barclays, Nina Bibby, told Advertising Week Europe today (2 April) sports partnerships are what “makes them [the audience] tick” and credited their brand building ability.
“Sport was always part of my leisure time. Going into marketing, we’re about connecting with customers and prospects. We have to connect with the consumers and businesses in a way so that we attract them, we engage them, we retain them and so we need to do that by understanding what makes them tick, which I find fascinating,” said Bibby.
