Data collected by SMG Insight illustrates the way the ages and genders of tennis fans differ from region to region and how sponsors benefit from their association with the sport. Kevin Roberts reports.
New technology, more sophisticated objective-setting and the rapidly-changing ways we consume media are all having an impact on how brands get cut through and a tangible return on their rights-holder investments. Matt Cutler identifies 10 trends in the new world of sponsorship activation.
Frank Dunne looks at how Wimbledon’s social media strategy broadens the reach and value of the Championships while respecting the venerable tournament’s disdain for signs of overt commercialisation.
How can tennis reboot itself to engage with a younger generation of fans and adapt to a changing world? Kevin Roberts canvasses a panel of experts for some suggestions.
Team values are continuing to soar in the NFL. Barry Wilner asks what is behind the continuing success of the North American League and whether it will continue
New Uefa president Aleksander Čeferin is walking a tightrope between the demands of Europe’s football leagues and the continent’s elite clubs over the revamp of European club competitions. Frank Dunne talks to football insiders about how it will all play out.
The Tour of Britain was dead and buried 17 years ago when a title sponsor withdrew its support, but the emergence of a new generation of British cycling heroes has helped it emerge from the ashes. Ben Cronin reports.