Brand spending on sports sponsorship is rising, but tracking the impact of those sponsorships is an increasingly heavy burden for the marketers tasked with getting the most out of their dollars. When a brand is active in multiple sports with different fan cultures, media footprints and cultural gravity wells, tracking their impact becomes even harder. Enter Unilever. Dirt Is Good, Unilever’s internal cross-market bracket for its fabric detergent brands Persil, Omo and Skip, recently swerved into motorsports via its sponsorship of F1 Academy, the all-female offshoot of Formula One launched just three years ago. The umbrella brand has…
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