Key Takeaways | Transcript

From the Croisette to the Metrics: A Cannes Conversation on the Future of Sponsorship

What happens when two sponsorship minds connect on the Riviera? You get a candid, forward-looking podcast straight from the Cannes Advertising Festival.

In this latest episode, SponsorshipX founder Mark Harrison sits down with Jay Prasad, CEO of Relo Metrics, to reflect on how Cannes has evolved from rosé-fueled parties to real, business-building conversations. One of the most notable shifts? The rising profile of sports marketing. From headline panels to high-profile activations, sport is no longer on the sidelines—it commands the main stage.

Recorded live at the Festival, the duo dives into the evolution of sponsorship measurement, the growing demand for accountability, and the role of innovation in shaping modern partnerships. Prasad also shares the inside story of Total Sports Performance, Relo’s powerful new collaboration with VideoAmp, designed to give brands a smarter, more comprehensive view of sponsorship ROI.

🎧 Tune in to hear two industry leaders unpack the trends, tools, and transformations redefining sports and entertainment marketing.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

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