Partnerships, either with other brands or celebrities, can be incredibly successful tools for brands to establish their cultural credibility, build deeper emotional connections with their consumers and raise their brand profile.

However with consumers being increasingly averse to inauthenticity they aren't without their dangers...Kendall Jenner's ill-fated advert for Pepsi in support of BLM springs to mind.

Watch speakers from some of the world's most prestigious brands in entertainment and sport discuss the opportunities, and potential pitfalls, that exist for brands interested in leveraging brand partnerships to broaden their appeal and deepen their engagement with target audiences, including:

Katerina Tornari - Senior Manager - New Partnerships and Formula 1

Andre Carroll - Director of Brand Partnerships at 4th Floor Creative / Sony Music

Precious Omoregie - Head of Brand Partnerships at 4th Floor Creative / Sony Music

David Atkinson - Managing Partner at Space