It goes without saying that sponsorship and brand partnership deals have always been an effective method for Drinks brands to expand their reach within a target audience.

However, as consumers become more distrustful of traditional marketing channels and critical of partnerships deemed to be inappropriate or inauthentic, brands need to look at how they can find and activate partnerships that go beyond cultural 'badging' and allow them to actually engage with fans and culture through sports, music and entertainment.

We look at the evolution of the opportunities for Drinks brands in the creation and leveraging of brand partnerships, with a particular focus on how drinks brands can authentically engage with fans by tapping into contemporary culture.

Conducting the webinar were speakers from 2 of the UK's leading sports and entertainment marketing agencies:

Ben Lampkin, MD of Rocket Sports (the Sports Marketing Agency founded by Elton John), who discussed the various ways beverage brands are harnessing the power of sport to connect with fans and how the sports industry is adapting to social and regulatory change.

Chris Perry, co-founder of the Studio of Art and Commerce, shared best practice examples and insights for drinks brands to better engage with their consumers through cultural and entertainment marketing.