{"id":10078,"date":"2024-05-16T17:16:01","date_gmt":"2024-05-16T21:16:01","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/05\/16\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/"},"modified":"2026-05-07T13:55:52","modified_gmt":"2026-05-07T17:55:52","slug":"fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/","title":{"rendered":"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment"},"content":{"rendered":"\n

As we enter another incredible summer of sports and entertainment, advertisers are placing significant emphasis on sponsorship. We\u2019ll talk to some big hitters about the importance these events have on their wider media and marketing plans and discuss the impact on their brand and bottom line.<\/p>\n","protected":false},"excerpt":{"rendered":"

As we enter another incredible summer of sports and entertainment, advertisers are placing significant emphasis on sponsorship.<\/p>\n","protected":false},"author":7,"featured_media":10079,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[38,13],"topics":[2],"class_list":["post-10078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-aweurope-2024-sessions","tag-sports-entertainment","topics-editorial"],"acf":[],"yoast_head":"\nFuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment\" \/>\n<meta property=\"og:description\" content=\"As we enter another incredible summer of sports and entertainment, advertisers are placing significant emphasis on sponsorship.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-16T21:16:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-07T17:55:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/12\/Screenshot-2025-12-15-at-2.19.31-PM-1024x576.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment\",\"datePublished\":\"2024-05-16T21:16:01+00:00\",\"dateModified\":\"2026-05-07T17:55:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/\"},\"wordCount\":59,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/12\\\/Screenshot-2025-12-15-at-2.19.31-PM.png\",\"keywords\":[\"AWEurope 2024 Sessions\",\"Sports + Entertainment\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/\",\"name\":\"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/12\\\/Screenshot-2025-12-15-at-2.19.31-PM.png\",\"datePublished\":\"2024-05-16T21:16:01+00:00\",\"dateModified\":\"2026-05-07T17:55:52+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/12\\\/Screenshot-2025-12-15-at-2.19.31-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/12\\\/Screenshot-2025-12-15-at-2.19.31-PM.png\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\\\/10078\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/","og_locale":"en_US","og_type":"article","og_title":"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment","og_description":"As we enter another incredible summer of sports and entertainment, advertisers are placing significant emphasis on sponsorship.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/","og_site_name":"AW360","article_published_time":"2024-05-16T21:16:01+00:00","article_modified_time":"2026-05-07T17:55:52+00:00","og_image":[{"width":1024,"height":576,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/12\/Screenshot-2025-12-15-at-2.19.31-PM-1024x576.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment","datePublished":"2024-05-16T21:16:01+00:00","dateModified":"2026-05-07T17:55:52+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/"},"wordCount":59,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/12\/Screenshot-2025-12-15-at-2.19.31-PM.png","keywords":["AWEurope 2024 Sessions","Sports + Entertainment"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/","name":"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/12\/Screenshot-2025-12-15-at-2.19.31-PM.png","datePublished":"2024-05-16T21:16:01+00:00","dateModified":"2026-05-07T17:55:52+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/12\/Screenshot-2025-12-15-at-2.19.31-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/12\/Screenshot-2025-12-15-at-2.19.31-PM.png","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/fuse-vodafone-pepsico-and-british-gas-a-summer-of-sport-and-entertainment\/10078\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Fuse, Vodafone, PepsiCo and British Gas: A Summer of Sport and Entertainment"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10078","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=10078"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10078\/revisions"}],"predecessor-version":[{"id":17137,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10078\/revisions\/17137"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/10079"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=10078"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=10078"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=10078"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=10078"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}