PepsiCo’s senior director for global sports marketing, Adam Warner, commends Uefa for finding 'different sources of value' in this year reformatted Men's Champions League and explains why the brand has decided to expand its relationship with the governing body to include women's club and national competitions. Ben Cronin reports.
Our latest on Covid-19
Tottenham report £63.9m loss amid Covid hit, reduced Champions League prize money
English Premier League football club Tottenham Hotspur has registered a £63.9m ($85.
Denmark to stage whole of Women’s Euro following Norway withdrawal
The European Handball Federation (EHF) has announced that Denmark will stage all of Women’s Euro 2020 under a new hosting strategy.
Heineken calls for Uefa to ‘nurture’ sponsors with more free-to-air Champions League coverage
Hans Erik Tuijt, director global sponsorships, Heineken, speaks to Ben Cronin about the brand’s 25-year association with the Uefa Champions League and how it plans to activate its rights at this year’s final in Madrid.
Reimagining the financial future of lower-league football
Omar Chaudhuri and Ben Marlow from consultancy firm 21st Club examine the trends driving football’s underlying financial crisis and suggest a new approach and competition format designed to reduce costs and promote sustainability.
Round-Up: Australian Open uncertainty, Foxtel eyes AFL extension, Tamil Nadu bans online gaming, and more
The first Grand Slam of 2021 could be delayed by one or two weeks from the scheduled January 18 start, due to Covid-19
Weetabix agrees national teams and grassroots deal with the FA
Cereal brand Weetabix has become the 'Official Breakfast Category Partner of the English Football Association (FA) in a new sponsorship
Sportfive extends with Bundesliga’s Arminia Bielefeld until 2028
The Sportfive agency has extended its contract to design, sell and implement sponsorship rights on behalf of German Bundesliga club Arminia Bielefeld until the end of the 2027-28 season
Intermarché extends FFF sponsorship for five years
French supermarket brand Intermarché has extended its sponsorship of the French Football Federation (FFF) until the end of the 2027-28 season.
Nostalgia, internet, and investment | How Covid-19 fueled a sports trading card boom
Jason Howarth, Panini America's vice-president of marketing, tells SportBusiness how the industry has looked to capitalize on the rising popularity and value of trading cards
Der Klassiker provides springboard for Bundesliga’s global marketing efforts
The Bundesliga is locked in a battle with other major European leagues for the hearts, minds, and eyeballs of fans around the world. Kevin Roberts examines some of the league's marketing efforts alongside the Der Klassiker match between Bayern Munich and Borussia Dortmund.
ESG initiatives in practice in Asia-Pacific sport
Last week, we spoke to three industry experts about the growing influence of environmental, social and governance (ESG) benchmarking measures within Asia-Pacific sport. This week, we hear from executives putting such measures into practice at sports properties.
Stevenage FC tries to build on the success of innovative Burger King gaming partnership
Stevenage FC were pleasantly surprised when news arrived of Burger King's interest in becoming its main sponsor. SportBusiness speaks to Stevenage chief executive officer Alex Tunbridge to hear about the journey the club has been on since the association with Burger King began in July 2019.