Title card | What ABB’s title sponsorship of Formula E means for motorsport

Diageo's Rory Sheridan explains how Guinness's naming rights partnership with the Six Nations plays into the brand's wider ambitions within rugby.

In the old sports business model, advertisers used to foot the bill for sports content. Now consumers are more likely to pay for the content but are still being bombarded with marketing messages. Richard Gillis asks if sponsorship would be better served by a more philanthropic approach.