Matthew Williams

The Ocean Race has shifted its sponsorship structure away from having a title sponsor as it looks to develop the race itself as the ''Master Brand''. Matthew Williams speaks to senior executives about its sponsorship strategy.

Since LaLiga put internationalisation at the heart of its commercial growth plans in 2016, the Spanish league operator has increased its international presence to 84 countries and grown its sponsor portfolio five-fold.

Sponsorship consultant Roger Duthie give his thoughts on the approach of brands to sponsorship during the Covid-19 crisis.