Olympics 2016: Team GB on doping and building a modern British brand through partnership marketing

Aldi is seeing the biggest engagement of all the Team GB sponsors so far in Rio.Brands have got to take a collaborative approach to content creation by creating true partnerships with sponsors – that is the biggest lesson to come from the 2016 Olympic Games in Rio, according to Team GB’s head of marketing Leah Davis.
“The heyday of sponsorship where you splash a logo and pay a fee is over, and that’s no bad thing,” she says. “This is forcing sponsors to b