How football’s boldest brand activations — from Agüero’s goats to Kerr’s signature boot — reveal the power of ambassador-led campaigns. F42 Consulting breaks down what makes a stunt stick, and how brands can engineer cultural impact through strategic partnerships.
A personal reflection on the 2025 Melbourne Cup’s brand activations, from Lexus and TAB to McDonald’s, and what they reveal about sponsorship strategy in Australian horse racing.
Reflections on a talk with Brighton & Hove Albion CEO Paul Barber OBE — and how his leadership values are shaping the way F42 approaches sports marketing, strategy, and brand integrity.