In this episode of Modern Marketing and Measurement, we sit down with Marie Binet from Fuse, Omnicom’s global sports and entertainment agency, to explore why sponsorship has evolved far beyond logos on a pitch. Marie breaks down how modern partnerships function as full creative and media ecosystems, why leaning on media equivalency alone misses the true impact, and how brands can build smarter, more flexible measurement frameworks from day one. From navigating shifting fan behaviors to preparing for major global events, Marie offers a clear, conversational look at what it really takes to prove value and drive ROI in today’s complex sports marketing landscape.
