B2B and technology brands are leading a shift in sponsorship from storytelling to 'storydoing'. Andy Fry reports on a sector that is critical to the future of sport.
Beijing 2022 | Sponsorship activations disrupted but tech firms add dynamism
Tokyo postponement has hampered Beijing 2022 activations
But domestic sponsor roster includes some intriguing new tech entrants
FTX thrusts itself into the mainstream with series of sports sponsorship deals
Cryptocurrency exchange has significantly increased its brand awareness in past six months after spending hundreds of millions of dollars on commercial partnerships with an array of sports organizations and athletes. Bob Williams reports.
Birmingham 2022 selects Hewlett Packard Enterprise for network services
The organisers of the Birmingham 2022 Commonwealth Games have agreed a sponsorship deal with Hewlett Packard Enterprise (HPE)
Lululemon named Team Canada’s official outfitter in four-Games deal
Lululemon, the Canadian multinational athletic apparel brand, has been named as the new ‘Official Outfitter’ of the Canadian Olympic and Paralympic teams in a deal running from 2022 to 2028.
Swedish Olympic Committee extends kit supply deal with Uniqlo
The Swedish Olympic Committee (SOK) has signed an extension to its kit supply deal with Uniqlo
Paris 2024 chief: Centralised On Location deal to create ‘more sales opportunities’
Paris 2024 chief executive Étienne Thobois has welcomed the appointment of Endeavor-owned On Location to run a centralised hospitality programme for the 2024, 2026 and 2028 Olympics, stating that the …
Chelsea FC targets non-football fans through consumer products division
David Rose, director of Chelsea FC’s new digital consumer products division, Chelsea Digital Ventures, tells SportBusiness how the unit is seeking to create new revenue streams and aggregate new customer datasets after launching three training, nutrition and health-related products in the last 18 months.
“Why wait when you have the right partner?” | How Capitals sealed first NHL jersey patch deal
Jim Van Stone, Monumental’s president of business operations and chief commercial officer, speaks to SportBusiness about the strategy in becoming a first-mover in the NHL's landmark new commercial category.
Ex-Liverpool CEO Moore sees future of sports broadcasting in Unity’s ‘metaverse’
Peter Moore has spent his career in video games with the likes of Sega and Xbox, and in football as the chief executive of Liverpool FC. His new role at 3D software developer Unity seeks to combine the two worlds, creating virtual recreations of real sporting events to democratise the viewing experience.
Brett Gosper on the NFL’s future plans in Europe
In this week’s episode, podcast co-hosts Eric Fisher and Chris Russo interview Brett Gosper, National Football League’s head of the United Kingdom and Europe. Eric and Chris also discuss a series of ongoing crises within the National Women’s Soccer League, the National Football League Players Association, and numerous facets of top-tier European football.