April 2, 2025 - Blog Digital New

‘Part of the cultural fabric’: Barclays on using sport to forge ‘profound’ connections

Describing sport as a “profound way to connect”, CMO Nina Bibby believes sponsors should push boundaries and appreciate it won’t always be “slick and perfect”. Barclays has been in the sports partnership space since 2001 when it began its relationship with the Premier League, a strategy which has expanded to the Women’s Super League, Wimbledon […]