WHO PAYS FOR YOUR FAVOURITE STORY? A HUNDRED YEARS OF ADVERTISING THAT QUIETLY BECAME PART OF THE CONTENT

22. 4. 2026 At first glance, it may look like an old advertising relic from the age of radio and black-and-white television. But the Brought To You By model, in which the sponsor is an acknowledged part of the content, has in fact never completely disappeared. On the contrary, it has simply evolved along with the media, audiences and the business logic of the entertainment industry. The story of BTYB is therefore not only the history of a single advertising format but also the history of the tension between creativity, commerce and the question of who actually pays for the stories we so love to watch.

RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC

24. 2. 2026 Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads.

HOW BMW USED A COUNTDOWN TO HOLD ATTENTION FOR TWO MINUTES

24. 2. 2026 The iX3 launch in Belgium used prime time to make a first impression quickly. The plan did not rely on many repeated 30-second ads. Instead, it opened with a two-minute film that ran without interruption.

WHEN DISNEY CAME TO DANCING: A LIVE SHOW BECOMES A FAIRYTALE

24. 2. 2026 Inspired by Disneyland Paris’s Disney Music Festival, where performances by Disney-movie characters fill the park with dance and live music, DPG Media’s creative team proactively conceived an unprecedented brand integration: a dedicated Disney-themed episode of Dancing With The Stars. The concept was not driven by a client brief. Knowing the client’s wishes and dreams, and recognizing the natural connection between the Disney Music Festival and Dancing With The Stars, Team Integreate (the creative team within DPG Media) pitched this unprecedented collaboration, which Disneyland Paris immediately embraced.

UPGRADING A TV SPONSORSHIP WITH ADDRESSABLE IDENTS

21. 2. 2026 Volvo and Sky Atlantic have partnered since 2013 through a TV sponsorship. The partnership has built long-term brand strength and has widened Volvo’s image beyond safety, with more focus on innovation, design and a progressive mindset.

DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK

20. 2. 2026 Golf is a globally popular sport, but it has historically struggled to attract younger audiences. The sport’s traditional image does not always reflect the diversity and style of today’s players, which can limit its appeal to new generations. Adidas, one of the world’s leading sportswear brands, saw an opportunity to help modernise how golf is perceived and broaden its reach. Sky Sports Golf, the UK’s leading dedicated golf broadcaster, offered the perfect platform to showcase a fresh, contemporary vision of the sport. Description Sky Media and Sky Sports Golf partnered with adidas to use television as a linear. Rather than a traditional sponsorship with logo placements on studio backdrops, pitch-side boards, or on-screen graphics, the partnership made adidas the exclusive apparel partner for all Sky Sports Golf on-screen talent. Every presenter, commentator, and expert wore adidas throughout tournament coverage and studio programming.

GAMING HAS ENTERED THE LIVES OF CZECHS, BRANDS SHOULD NOT IGNORE IT

17. 9. 2025 According to research by MNForce, gaming is no longer the preserve of teenagers, but has become a normal part of life across generations. It opens up new communication opportunities for brands.

COMPANIES ARE BACKING OUT OF PRIDE SPONSORSHIP. INCLUSION IS BEING REPLACED BY FEAR OF POLITICAL CONSEQUENCES

8. 6. 2025 June, the month of LGBT+ celebrations, is much quieter than usual in the United States this year. A number of major brands have decided to withdraw or significantly reduce their sponsorship of Pride festivals and other events.

HOW HAS ALCOHOL MARKETING CHANGED OVER TIME AND WITH THE LAW?

6. 6. 2025 Alcohol as a health drink or the key to success for women. Oldřich Vávra from the Department of Marketing at the University of Economics in Prague focuses on how advertising and marketing of alcoholic beverages have evolved.

STREAMING SERVICES BOOST THEIR INVESTMENT IN SPORTS RIGHTS

23. 2. 2025 Streaming services will account for 20% of what is spent on sports rights this year, according to new analysis, as the likes of Amazon and Netflix invest in live events to drive new subscribers and to entice advertisers with sponsorship deals and brand opportunities. Why sports rights matter As the streaming market reaches saturation point, adding live sport has become a new path to acquiring and retaining subscribers – and there’s evidence that it works. According to reports, Netflix gained approximately 1.5m US sign-ups from the Tyson/Paul boxing match and roughly 700,000 subscribers from its deal to show NFL Christmas Day games.

TRENDS IN SPORTS SPONSORSHIP

13. 1. 2025 The growing influence of artificial intelligence, the increased visibility of Olympic partners or Nike's aggressive journey back to relevance. These are some of the trends that are expected to be evident in global sports sponsorship in 2025.

MARKETERS PLAN TO INVEST MORE IN BRAND AMBASSADORS IN 2025

4. 1. 2025 Nearly three-quarters of US and UK marketers (73%) are planning to increase their investment in brand ambassadors next year, according to new research.

BEYOND THE PITCH – FUSE & SYSTEM1 STUDY REVEALS WINNING STRATEGY FOR SPORT SPONSORSHIP

6. 8. 2024 Brands can score a ‘Sport Dividend’ through effective sport sponsorship, according to a new study by global sports and marketing agency FUSE in partnership with creative effectiveness platform System1.

PARIS 2024 OLYMPICS: SPORTS MEDIA IN THE ERA OF FRAGMENTATION

26. 7. 2024 The International Olympic Committee’s Jérôme Parmentier on Olympic viewing habits in the era of TikTok and Netflix, and what this means for media rights.

FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES

18. 7. 2024 FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population.

CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS

18. 7. 2024 The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet.

HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

17. 7. 2024 With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns.

ŠKODA, ČEZ, JÁGR, ČESKÝ LEV AND ČLOVĚK V TÍSNI. WHAT ARE THE MOST FAMOUS SPONSORSHIP BRANDS?

16. 7. 2024 The success of athletes goes hand in hand with the interest of Czechs in supporting professional sport, which maintains a high awareness of sponsorship among the Czech public. Engaging in supporting projects in the field of sustainability and environmental protection can be a safe bet in building a positive image.