Adam Nelson

South London football club Crystal Palace is a model for aspirational second-tier teams. The club's commercial director, Barry Webber, tells Adam Nelson how a nimble and flexible commercial strategy has helped the club to capitalise on its top-flight status.

Research from marketing agency Red Hot Penny suggests clubs across the UK need  major rethink of how they convert social engagement into retail sales

As clubs and rights-holders from across football continue to adopt more human and humorous voices on social media, representatives from AS Roma and the Bundesliga explain the commercial benefits that underpin the strategy.

The Pittsburgh Steelers have long maintained a sizeable global following. Ryan Huzjak, their vice-president of sales and marketing, tells SportBusiness how they are now using social media to engage with, grow, and monetise that audience.

Uefa marketing director Guy-Laurent Epstein tells Adam Nelson how the body has devised a new commercial structure to take advantage of the the pan-continental format for the 2020 European Championship.

Liverpool FC's Billy Hogan tells SportBusiness Professional how diversifying revenue streams and engaging with the club's global fanbase helped the club toward posting world-record profits and doubling its commercial revenue.

Diageo's Rory Sheridan explains how Guinness's naming rights partnership with the Six Nations plays into the brand's wider ambitions within rugby.

Unilever using “passion partnerships” to engage consumers where their passions are, working closely with rights-holders to add value to sponsorships D

Aneesh Madani, head of sports partnerships, Asia-Pacific, at Twitter, tells SportBusiness how the social network is cooperating with rights-holders and broadcasters to capitalise on its continued growth across the continent, and using fan engagement to drive revenues for itself and its partners.

2014年,阿森纳新加坡办事处开业,阿森纳成为继曼联和切尔西之后的第三家常驻亚太地区的英国足球俱乐部。

APAC contains biggest proportion of Arsenal’s global fanbase at 30 per cent. Since opening Singapore office, 85 per cent of all club’s sponsorships now come from outside Europe.

Hanoi will host a Grand Prix in 2020 after first expressing interest in 2016

2011年,NBA与韩国时尚品牌MK Trend签订合作协议,授予该公司代表NBA联盟设计商品的权利,并在NBA品牌商店销售。NBA给予MK Trend公司很大的自由权,该公司可以自行重新设计NBA的标志,这对于长期以来严格把控品牌宣传权限的版权持有者来说,的确是大胆的行为。

2016年初,曼联宣布与亨度嘉集团的燃料和润滑油零售商海湾石油公司合作。

NBA licenses clothing company MK Trend to create casual and lifestyle-focused clothing for South Koreans

Deal with Manchester United helped Gulf Oil gain recognition and trust in Chinese marketplace. Plans to open 1,000 service stations in three years “impossible” without the partnership.

Mark Waller, executive vice-president, international and events at the NFL, hopes for a London-based franchise by 2022

The Jaguars have played an annual fixture in London since 2013, with the city now accounting for 11 per cent of their “local” revenues.

New Zealand Rugby chief executive Steve Tew has overseen a turnaround from NZ$15m losses to NZ$33m profit in ten years

The Philadelphia Eagles’ Ari Roitman explains the long-term thinking behind his stability-first commercial strategy, and discusses how the team still managed to take maximum advantage of their unexpected Super Bowl victory.