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Posted On: November 3rd 2026, 09:00 am
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SPORTBIZ Insights: Lukas Dorda on co-creation in sponsorship
SPORTBIZ Insights brings you key ideas from the expert talks at #SPORTBIZEUROPE. This one comes from @lukasdorda, Director of International Relations at @johancruyffinstitute .
His take: paying just to put a logo everywhere is the past. Clubs and sports entities now want to co-create something meaningful with brands, building on assets like players, legends, coaching staff and facilities, with benefits that reach fans too.
Swipe for the key ideas from his talk.
What would a co-created partnership look like in your sport?
#SPORTBIZEUROPE #SPORTBIZ
SPORTBIZ Insights brings you key ideas from the expert talks at #SPORTBIZEUROPE. This one comes from @lukasdorda, Director of International Relations at @johancruyffinstitute .
His take: paying just to put a logo everywhere is the past. Clubs and sports entities now want to co-create something meaningful with brands, building on assets like players, legends, coaching staff and facilities, with benefits that reach fans too.
Swipe for the key ideas from his talk.
What would a co-created partnership look like in your sport?
#SPORTBIZEUROPE #SPORTBIZ
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