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.
Our latest on Covid-19
All four NFL Divisional playoff games to have fan attendance
League, teams seek delicate balance between pandemic and fan engagement
Golden Knights and Kings join growing list of NHL teams with helmet deals
The Vegas Golden Knights and LA Kings have become the latest NHL franchises to sign helmet sponsorship deals for the rescheduled 2020-21 season that got underway this week
Sports sponsorship industry proves its mettle in the year of the pandemic
Rights-holders and sponsors showed differing levels of flexibility this year as the Covid-19 pandemic forced them to review contractual obligations and rights commitments. SportBusiness Sponsorship editor Matthew Glendinning looks at the way the industry responded to the crisis
Sponsorship Works 2012 – Sponsorship Case Study: Bosco and Sochi Winter Olympic and Paralympic Games
While Russian clothing brand Bosco di Ciliegi held a strong market position at home, overseas awareness was zero. So when the group was approached by the Russian Olympic Committee to create the Russian uniforms for the 2002 Olympic and Paralympic Winter Games in Salt Lake City, it seized the opportunity to gain some international recognition.
Domestic sponsors agree to contract extensions for Tokyo Olympics
The organising committee of the Tokyo 2020 Olympic and Paralympic Games has reached a “basic agreement” with all 68 domestic sponsors to extend their contracts and support the delayed Games.
Law firm Fasken backs Canadian Olympic Committee
The Canadian Olympic Committee (COC) has agreed a deal for law firm Fasken to become the first-ever official legal services partner of Team Canada
Starling backs Team GB ahead of Tokyo 2020
Digital bank Starling has agreed a deal to become the official banking partner of Team GB for this summer’s Olympic Games in Tokyo.
Australian Olympic team adds Westpac as banking partner
Australian financial services company Westpac has agreed a deal to become the official banking partner of the Australian Olympic team
‘The aim is to speak to a truly global audience’ | Why Fifa is getting into the podcast game
Governing body partners with Universal Music Group to develop insight around music and entertainment
Fifa launching new podcast series, PlayOn, hosted by One Direction’s Liam Payne
Miles Jacobson I Who are the winners and losers of Brexit’s impact on football?
Miles Jacobson, the man behind the Football Manager simulation, explains some of the likely effects of Brexit on the game and the transfer market in both the UK and Europe
NHL helmet sponsors offer stop-gap solution – and insights about the future
Keith Wachtel, NHL's chief business officer, speaks to SportBusiness about the wider strategy behind the league's new division and helmet sponsorships for the 2020-21 season.
Football Association’s Swarbrick looks for silver lining in “tough” 2021
Matthew Glendinning talks to Kathryn Swarbrick, the FA’s commercial and marketing director, about what is on the horizon for English football's governing body as it continues to develop its brand strategy amid the pandemic.