James Thompson, senior account manager at Cake, looks at creative ways rugby union's sponsors can activate and leverage their partnerships as the sport prepares to return behind closed doors.
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…
Armchair fans | Rugby spectators take a ride on the Samsung Slider
Strap yourself in and prepare for the ride – the Samsung Slider, used at Twickenham for this year’s HSBC London Sevens, offers fans an unusual experience. Will Mann reports.
Joe Laing | From history to modernity – the battle for Rugby’s soul
After rugby union's Leicester Tigers recently agreed a new naming-rights deal for their stadium, Joe Laing, business director at CSM Sport & Entertainment, considers why rugby must embrace modernity if it is to remain relevant.
Pro14 signs up Loch Lomond Whiskies as sponsor
Rugby union competition Pro14 Rugby has signed up whisky distillery Loch Lomond Whiskies as its latest sponsor
Premiership Rugby extends with Land Rover in CSM-supported deal
Premiership Rugby has extended its long-term association with automotive manufacturer Land Rover
Sangster joins Logan’s sponsorship consultancy after leaving IMG
Georgie Sangster has taken up a role as account director at Logan Sports Marketing, the sponsorship consultancy set up by former Scotland rugby union star Kenny Logan, after leaving the IMG agency
World Rugby appoints LiveWire to social media role, adds Godson to broadcast team
LiveWire Sport, the UK-based digital content agency, has been appointed in a two-year agreement with World Rugby to lead the international rugby union governing body’s social channel management and paid m…
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