Tim Crow: Fifa needs to restore its sponsorship appeal, but Qatar 2022 makes a clean-up tricky
Sports marketing | Turning fans into customers
Tim Crow looks at why the key driver in sports marketing is still an inconvenient truth.
Sport’s next frontier | Economic power dictates direction of travel
Sport has conquered the world. So where does it go next? Tim Crow predicts sport’s next big frontier.
Win when you’re singing | Why music needs to be more than an afterthought for sport
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.
Opinion | Why it’s time for a stripped-back Olympics in 2032
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.
Opinion | The 4 reasons why the UK sports sponsorship market is so soft
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.