CMOs Are Shifting Budgets Into Brand Partnerships

Episode notes

This episode of The CMO Podcast explores why marketing leaders are increasingly turning to brand partnerships as a core strategy in mid-2026. Lucas and Luna break down the numbers: partnership-driven campaigns now account for 22% of marketing budgets at top consumer brands, up from 12% just two years ago. They examine the case of athletic brand On Running, which partnered with sustainable luggage maker Paravel for a co-branded travel collection that generated 3x the engagement of a solo campaign. The hosts discuss the structural shift from short-term influencer deals to longer-term, equity-based collaborations, and how CMOs are using partnerships to access new audiences while sharing costs. They also touch on the challenges: aligning brand values, measuring attribution, and avoiding partnership fatigue. A practical look at why co-branding is becoming a permanent line item in the marketing budget.

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