Diageo's Rory Sheridan explains how Guinness's naming rights partnership with the Six Nations plays into the brand's wider ambitions within rugby.
Our latest on Covid-19
MLS teams could be forced to forfeit playoff games due to Covid outbreaks
Major League Soccer teams who are unable to complete MLS Cup playoff fixtures due to Covid-19 outbreaks could be forced to forfeit their matches
EFL launches fan campaign as iFollow piracy surges during lockdown
The English Football League has said piracy of its iFollow streaming service has surged after it removed restrictions on the number of matches fans could watch on the platform during the Covid-19 pandemic
“It’s crucial we re-establish ourselves as a multi-sport brand” | Sam Lucas, head of sports sponsorship, Umbro UK
Umbro's head of sports sponsorship in the UK, Sam Lucas tells SportBusiness how Umbro will leverage its kit supply agreements with the RFU and Bristol Bears to help achieve its aim of becoming the "number one brand" in rugby.
Unilever is turning fans’ passion into brand engagement with value-adding partnerships
Unilever using “passion partnerships” to engage consumers where their passions are, working closely with rights-holders to add value to sponsorships
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South Africa extends FNB back-of-shirt sponsorship
The South African Rugby Union (SARU) has renewed its sponsorship contract with banking firm FNB
England Rugby extends long-term Gilbert association
England's Rugby Football Union (RFU) has extended its contract with sports equipment brand Gilbert
CSM Sport & Entertainment wins Umbro contract, launches communications offering
Sports marketing agency CSM Sport & Entertainment has signed a new agreement with sportswear and apparel brand Umbro following the formal launch of its communications offering
Topps Tiles to replace Holland & Barrett on Leicester Tigers shirt front
Premiership Rugby club Leicester Tigers has signed up tile retail chain Topps Tiles as the club’s new main sponsor in a two-year deal, starting next season.
Why sport needs strong governance and forensic due diligence in dealing with investors
Kevin McCullagh speaks to Luca Ferrari, partner and global head of sports at law firm Withersworldwide, about how investors in sport should be regulated and the measures that should be taken when exercising due diligence.
Williams Racing commercial director on reshaping motorsport’s sponsorship model
Tim Hunt, commercial and marketing director at Williams, wants sponsorship platform to focus on “the USPs of being an F1 team”
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Athletes Unlimited looks to reimagine women’s sports with player-focused model
Start-up sports league organization has created a radical new model which firmly puts the focus firmly on athletes and not teams. Bob Williams reports.
Canelo’s split with Golden Boy and DAZN was written in the stars
Saul 'Canelo' Álvarez has departed his deal with Golden Boy Promotions, tearing up his 10-fight deal with DAZN in the process after only two events. Callum McCarthy explores how the boxer made himself a free agent.