Comment "Revolut" for the full conversation⁠ ⁠ "It's not just putting a sticker on a car..."⁠ ⁠ What does it cost for the biggest brands to sponsor the biggest sports? ⁠ ⁠ Why do they do it?⁠ ⁠ How do they choose what to put their name to?⁠ ⁠ The money behind sport is a primary feature of the show, but it’s normally from the perspective of the sports property⁠ ⁠ How big a sponsorship can Liverpool attract and what does it do to the bottom line⁠ ⁠ So to kick off the new year, we thought we’d change that. Antoine Le Nel is the Chief Marketing Officer of Revolut, the global challenger bank now investing millions into multiple sports properties, most notably as Audi’s new title sponsor for their debut F1 season. ⁠ ⁠ The reasoning behind this move, a look at how brands recognise value, how they justify spend; this was all part of a fascinating insight into the inflows of sport business⁠ ⁠ And it’s not just F1: women’s football, rugby, NFL, they’re all part of the growing portfolio Revolut a...