So how is Deloitte leveraging this opportunity to maximise marketing impact, whilst at the same time conforming to the IOC’s tight rules on commercialisation and buyers’ expectations of a more nuanced, less logo-centric approach to sports sponsorship? Joel Harrison, B2B Marketing’s Editor-in-Chief, spoke to Annabel Rake, Deloitte’s Global Olympic Marketing Leader.
B2B buyers haven't stopped buying. They've just moved somewhere marketers can't follow. 90 to 94% of business buyers now use AI to research products and services. As research shifts into ChatGPT, Claude and other LLMs,
