Ben Cronin, Europe Editor

At its zenith, Tough Mudder posted a $10m profit, but the company now finds itself subject to bankruptcy proceedings in the US. Ben Cronin asks how it got to this point and whether a likely sale to rival Spartan can save it.

The appointment of adidas’ former director of global marketing Robin McCammon to the role of chief commercial officer at UK-based esports organisation Excel Esports, announced in January, appeared to b…

As the new year begins, figures from across the industry predict the technological innovations, content initiatives and hosting strategies that will be making the news in 2020

As 2019 draws to a close, the SportBusiness editorial team and figures from across the industry pick out some of the seminal moments from a year that included a Fifa Women’s World Cup, the conclusion o…

Fifa's former director of marketing and current FIH chief executive Thierry Weil looks back on a year in which the hockey federation launched its own OTT platform and outlines his plans to monetise the new service. Ben Cronin reports.

Visa’s head of marketing for Europe, Adrian Farina, has credited Uefa’s decision to unbundle the sponsorship rights for its men’s and women’s tournaments, saying that it provided the ‘trigger’ for the bra…

Ben Cronin, SportBusiness Europe editor, takes a closer look at the IOC's recent acquisition of global accommodation marketplace, Airbnb. as one of its TOP sponsors.

European Tour chief executive Keith Pelley talks about his plans to diversify the organisation ahead of the season-ending DP World Tour Championship in Dubai. Ben Cronin reports

Liverpool FC’s legal dispute with New Balance has provided unprecedented insights into the minutiae of a modern Premier League kit supplier agreement. Ben Cronin looks at some of the details from the case and examines what they say about the club and the brands involved.

Athlete activism has continued to chip away at the edifice of centralised marketing in recent weeks as the United States Olympic and Paralympic Committee (USOPC) and the British Olympic Association became…

Former Manchester United executive Jamie Reigle replaced Alejandro Agag as the chief executive of Formula E this September with the Spaniard becoming the chairman of the electric racing series. The pair tell SportBusiness about their plans for the motorsport in their first joint interview since the leadership restructure.

Health insurance provider Vitality has developed a reputation for promoting participation and inclusivity in sport through its extensive sports sponsorship portfolio. Chrissy Fice, brand director for Vitality UK, explains the company’s sponsorship strategy.