Tim Crow

Every so often, a moment changes the sports marketing world forever. Some moments happen behind closed doors, and only reveal their significance later. Others literally shake the world instantly. Another one of those moments might just have happened, in women’s football.

I wasn’t surprised to see Guinness revealed in December 2018 as the new title sponsor of the Six Nations.

In sports marketing, we talk a lot about passion. Specifically, the passion of fans and how important it is to understand, enable and leverage this passion

In contrast to Richard Gillis, Tim Crow argues that innovation is the lifeblood of golf and that the Tiger Woods v Mickelson showdown will succeed because, like the Ryder Cup, it offers an alternative to sport’s staid formats.

Tim Crow reflects on the use of VAR in Russia 2018 and why sponsors will be considering it in future tournaments.

Football isn’t coming home. Not this time anyway.

Only time will tell if the unconfirmed reports of a sponsorship deal between Coca-Cola and the Premier League are premature.

 

Tim Crow looks at why the key driver in sports marketing is still an inconvenient truth.

Sport has conquered the world. So where does it go next? Tim Crow predicts sport’s next big frontier.

Former Synergy chief executive Tim Crow says sport needs to do more to integrate music into its marketing. Here he offers a four-point action plan for rights holders.

Former Synergy chief executive Tim Crow argues the International Olympic Committee has little to lose and everything to gain by taking on the financial burden of a smaller, smarter Olympic Games.

Former Synergy chief executive Tim Crow says the Six Nations rugby union tournament's stop-gap title sponsorship with NatWest is symptomatic of a soft UK sports sponsorship market. In the first of a series of columns for SportBusiness International, he gives four reasons why sport is struggling to find buyers.