CMO NOW: A Masterclass in Sports Marketing, from a Brand that Knows.

Sports marketing is more than just sponsorships and logos—it’s about passion, connection, and the power of partnership. In this masterclass, we sit down with Nina Bibby, Group Chief Marketing Officer at Barclays, to explore how brands can leverage sport to drive meaningful engagement and long-term impact. From Barclays’ decades-long partnership with the Premier League to its commitment to women’s sports and global expansion, we’ll unpack what makes a brand partnership successful.