Mindblown: a blog about philosophy.
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LVMH is spending $300 million a year on sports — but it’s not just advertising. Today’s newsletter breaks down how the luxury giant is creatively rewriting the industry’s sponsorship rules.(Christian Horner and Bernard Arnault via Mark Thompson/Getty Images)McLaren’s Lando Norris won the Formula 1 Monaco Grand Prix in May, but LVMH CEO Bernard Arnault stole…
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How Louis Vuitton Took Over Sports
LVMH is reshaping sports sponsorship by spending $300 million annually, part of a $1 billion, 10-year sponsorship with Formula 1, to integrate its 75 brands into major global events such as the Monaco Grand Prix, Super Bowl, and World Cup. The luxury giant strategically positions itself as a historical figure in these events, using its…
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FIFA just turned its own streaming experiment into a global home by letting DAZN drive—proof that in 2025 the smartest play is partnership, not going it alone. >>>>> A guy with a scarf is now on Substack (Free and Paid) – SUBSCRIBE! <<<<<< 1. A quick rewind On 14 June FIFA and DAZN revealed a…
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DAZN takes the wheel: why FIFA just handed over FIFA+—and what might come next
In June 2025, FIFA announced a partnership with DAZN, tasking the sports streaming service with managing FIFA+ under the rebranded « The Home of Football, » following FIFA’s struggle to expand its streaming platform independently due to high costs and limited reach. DAZN, having invested $1 billion in the Club World Cup, will leverage this agreement to…
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THE CREATOR GAP We’ve all sat through the same old panels telling us “just give creators creative freedom” for the fifth year running. So for my Born Social Mandated Cannes Wrap-Up Post* I’m skipping the platitudes and digging into a few of the spicier threads that carried more nuance, more debate, more tension. The first…
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THE CREATOR GAP | Callum McCahon
The article discusses the « Creator Gap » observed at the Cannes festival, highlighting the ongoing tension between brands’ financial investments in creators and the limited impact on brand building. New research from organizations like WARC, Kantar, System1, and CreativeX underscores the issue, suggesting a need for a strategic shift to transform this challenge into an opportunity…
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Another Cannes Lions has come and gone. The rosé flowed, the sun scorched, and the Croisette pulsed with energy. But beneath the glitz and glamour, the schism that’s been building for over a decade can no longer be glossed over. There are now firmly two Cannes—the one inside the Palais and the other one in…
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A tale of two Cannes: Has technology finally conquered creativity?
The article highlights the growing divide at the Cannes Lions festival between the traditional celebration of creativity inside the Palais and the burgeoning focus on technology and business outside, a divergence more evident in 2025. As Cannes evolves into a dual event catering to both creativity and commercial transformation, the emphasis is shifting towards integrating…
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Continuing with the Cannes series here’s a closer look at point #3: 𝗧𝗵𝗲 𝗡𝗲𝘅𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝗿𝗼𝗻𝘁𝗶𝗲𝗿: 𝗥𝗲𝘁𝗮𝗶𝗹, 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 & 𝗧𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗖𝗼𝗻𝘃𝗲𝗿𝗴𝗲 Until now, Retail Media and traditional (digital and offline) media have operated in silos. Retail Media built its reputation on precision performance using first-party data and attribution to drive sales. Meanwhile, TV and…
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Continuing with the Cannes series here’s a closer look at point #3: | Sean Summers
The article discusses the evolving convergence between Retail Media and traditional media, emphasizing that while Retail Media excels in precision and sales attribution through first-party data, traditional media dominates in audience reach and brand-building. As Retail Media Networks invest in branded content and traditional media seeks more granular impact measurement, both sectors are recognizing the…
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