HomeSponsorship & MarketingMotorsportSaudi Arabia

Saudi city of NEOM reboots its sponsorship strategy with Mercedes EQ team deal

The Mercedes-EQ Silver Arrow photographed on NEOM’s Magna Road.

This weekend's Diriyah E-Prix offers an opportunity for Saudi future-city project NEOM to reboot its sponsorship strategy after it lost two key deals in the esports sector. But will a partnership with the Mercedes EQ team succeed in repositioning the Kingdom? Ben Cronin talks to sports partnership director Neal Coupland.

Most recent

Blockchain-backed digital collectibles, having taken global sports industry by storm, now look to show they are not just the latest technological flash-in-the-pan. US Editor Eric Fisher reports

Alibaba-owned online shopping platform Daraz is using the acquisition of Bangladesh Cricket Board rights to drive audiences to its site. Kevin McCullagh asks if the experiment could provide a new

In this week’s episode, podcast co-hosts Eric Fisher and Chris Russo interview Mark Tatum, National Basketball Association deputy commissioner and chief operating officer. Eric and Chris also discuss the National Football League’s developing plans in Germany, Major League Baseball’s rising on-field integrity and competition issues, heightened activity in the global data market, and recommended expansion for the College Football Playoff.

On the eve of Euro 2020, Uefa's head of sponsorship and licensing, Guillaume Sabran, tells SportBusiness that its sponsorship agency for national team events, CAA Eleven, has exceeded its sales targets for the delayed tournament.