According to Openfield in their document published on Sponsorship Trends, ‘2015 proved that responsibility, transparency, and purpose are all expectations for the modern company. In 2016, expect brands to grow even more creative, collaborative and inclusive as their corporate responsibility initiatives come of age’.

Here’s the sequence of events. Reebok research showed that women are bored with gyms and the traditional offering. In 2008 a chance encounter between executives from Cirque du Soleil and Reebok, gets Reebok thinking a little differently and leads to a collaborative project, which really aids both organisations in overcoming some major liabilities. Reebok was seeking to consolidate its position in the women’s sports apparel market, while Cirque du Soleil needed to expand its access to global markets.