Welcome to Sponsorship Works 2017, the 12th edition of the publication. This year’s Sponsorship Works brings you 21 case studies of best practice sports sponsorships from around the world.
Our latest on Covid-19
Portuguese football facing losses of €266m, warns of ‘collapse’ if league is suspended
Sónia Carneiro, executive director of Liga Portugal, has warned that the teams in the top two divisions of Portuguese league football are facing collective losses of over €250m ($304m) for the 2020-21 se…
NFL caps Super Bowl LV attendance at 22,000 fans
Super Bowl LV at Tampa's Raymond James Stadium on February 7 will officially have a capacity of 22,000 fans including 14,500 ticket buyers and 7,500 vaccinated health care workers who will be guests of…
Sponsorship Works 2013
This report is an essential casebook for brands, agencies and rights holders
Ariston makes Chinese market play with Juventus regional deal
Heating systems brand Ariston has signed a regional deal for the Chinese market with Italian Serie A club Juventus
Real Madrid signs Fonbet as regional betting sponsor
Spanish football club Real Madrid has signed up sports gambling platform Fonbet as a regional sponsor
Telecom Italia grows Brazilian presence with local Olympic Committee deal
The Brazilian Olympic Committee (COB) has signed up the Brazilian arm of telco Telecom Italia (TIM) as a sponsor
Inside Edge named global sponsorship sales agency for 2023 Cycling Worlds
Organisers of the 2023 UCI Cycling World Championships, which will be held in Glasgow and across Scotland, have appointed Inside Edge, the UK-based sponsorship agency and consultancy, to sell sponsorship…
India’s Asian Cup bid signals burgeoning ambition to be a sporting power
All India Football Federation president Praful Patel says hosting the 2027 Asian Cup will hasten India's big ambitions in football and sport more generally.
International Women’s Cup unveils plan to become direct rival to Relevent’s Women’s ICC
SportBusiness speaks to John Reynal, the founder of Onside and FXE Futbol, about the strategy behind the IWC and the potential threat of legal action from Relevent Sports.
The Premier League waits for sun to shine on chilly UK media market
The Premier League usually auctions its domestic media rights halfway through its three-season cycle, but Covid has uprooted its plans. Callum McCarthy examines the likely bidders and the league's hopes for an uplift in the value of the rights.
Jason Siegel | 48-team Fifa World Cup raises the stakes for 2026 host cities
Jason Siegel, president and chief executive of Greater Orlando Sports Commission, argues that the city’s experience in staging closed-door NBA and MLS games puts it in a strong position to host matches at the 2026 Fifa World Cup