For decades, Nike has set the global benchmark in sports sponsorship — not by chasing exposure, but by building meaning, relevance and long-term brand value.
This roundtable brings together former and current Nike sport marketers to reflect on how sponsorship has evolved: from performance-driven partnerships to cultural platforms that shape brand identity, consumer perception and business growth. The discussion goes beyond nostalgia and focuses on strategic principles that remain highly relevant today:

• How sponsorship can align with brand purpose rather than short-term ROI
• Why consistency and long-term commitment outperform fragmented activations
• What today’s brands can learn from Nike’s ability to turn athletes, teams and movements into cultural assets

At Sponsorlive, this session offers a rare opportunity to gain first-hand insights from those who helped build one of the most influential sponsorship models in the world — and to translate those lessons into actionable thinking for modern brand strategy. A must-attend session for senior marketers, brand leaders and sponsorship decision-makers.

Sports communication is no longer shaped solely by elite athletes or traditional media. Today, credible insiders — creators and storytellers embedded in sports culture — are redefining how sport is communicated, experienced and valued. They may not be on the field, but they understand the codes, the communities and the conversations that matter. Their strength lies in relevance, proximity and trust — qualities brands increasingly seek in an increasingly fragmented media landscape.