Marketing

Latest Features

The telecommunication company’s 2019 rebrand saw it move toward a focus on community and social engagement, something it is intending to carry through into its lead partnerships of all four UK football associations.

Spanish club Atlético Madrid recently acquired Canadian Premier League expansion team Atlético Ottawa. Bob Williams looks at how the LaLiga giants hope to use this move to expand its presence overseas.

What you need to know to survive the next decade

Bob Williams takes a look at how the ownership group of the NHL's Washington Capitals, the NBA's Washington Wizards and the Capital One Arena has successfully further monetized its ever-increasing fan database with its new Cloud Fan Insight Platform

The World Snooker Tour revealed a new corporate identity and name at the start of this year as it marked ten years of ownership by Barry Hearn's Matchroom Sport. The rebrand is intended to see it towards another decade of international growth, with China, India and the Middle East on snooker's radar.

The Protocol Sports Marketing agency has signed an exclusive worldwide media-rights distribution agreement with Triton Poker, organiser of the Triton Poker Super High Roller Series

Endeavor, the talent agency and sports and entertainment group that owns sports marketing agency IMG, has laid off around 250 staff as the sports and film industries continue to be on shut down amid the…

The wide-ranging effects of the Covid-19 crisis on European football will threaten the existence of some clubs and force transfer fees down, according to Stephan Herth, senior vice-president of football…

The National Football League's Los Angeles Rams have unveiled a new brand identity, which is timed to coincide with the team's scheduled move to the $5bn SoFi Stadium for the start of the 2020 season

Features

Oceania's National Basketball League is enjoying unprecedented growth this year following the creation of the Next Stars program and subsequent arrival of National Basketball Association Draft Lottery prospects LaMelo Ball and RJ Hampton. Bob Williams looks at the impact on the league and its future.

In the second of a trilogy of interviews with the Tokyo 2020 Organising Committee, SportBusiness spoke to Masahiko Sakamaki, the executive director of the committee’s marketing bureau.

Mark Waller joined McLaren Racing in May from the NFL, becoming the British motorsport team's managing director of sales and marketing. He's relishing his new role, and sees opportunities to drive the business forward in adding consumer-facing sponsors, creating more digital content, and expanding the team's already impressive esports programme.

Legal battle revives tension that previously existed between the MLB club and the design firm that helped create iconic character.

As France's Ligue 1 is staging a four-team tournament in Washington DC this week, Bob Williams looks at how it aims to expand its reach into the US and improve overseas media-rights income.

Euroleague Basketball's revenue has more than doubled over the past three seasons, and it's now expanding the competition across western Europe, Callum McCarthy delves into how the plan is being put into action.

The 2019 ICC Cricket World Cup has demonstrated that there is a significant market for the ECB's new competition, The Hundred, according to its managing director, Sanjay Patel. He tells Adam Nelson how the ECB intends to capitalise on England's stunning World Cup victory and extend the sport's moment in the sun well beyond this summer.

Highlights of Fanatics International president Steve Davis in conversation at the Sports Decision Makers Summit in London, July 2019.

Jennifer van Dijk, Executive Vice President, Marketing at Wasserman speaking on the Power of the Athlete panel at the Sports Decision Makers Summit in Miami.

Sean Bratches explains the data and technology partnership between Formula 1 and Amazon Web Services at the Sports Decision Makers Summit in Miami.

Few would argue against the fact that there is growing momentum behind women’s sports, both in media and commercial terms, but when will we be able to reach a stage where they are financially self-sustainable?

Many European football clubs are aiming to convert their large Chinese fanbases into significant new revenue streams. However, they must adapt to this complex market in order to capitalise on its huge potential. Jonathan Dyson reports from Shanghai.

German football has earned praise for its blend of ideological purity and commercial nous, but calls to reform restrictions on private ownership and investment are growing. With the Bundesliga’s media rights coming to market, Callum McCarthy explores how the league’s commercial performance over the next 18 months could shape its long-term future.

Tim Crow on how Tiger’s comeback win at Augusta has created yet another aspect for sport’s most multi-faceted personality – and brought Jack Nicklaus back into the picture.

Bob Williams investigates how the University of Maryland, Baltimore County is working to ensure its first-in-history victory over top seed Virginia in last year’s NCAA men’s basketball tournament is more than an ephemeral high.

Documentaries going behind the scenes with sports teams and athletes are riding a wave of popularity. SportBusiness interviewed Mike Antinoro, senior vice-president at IMG Original Content, executive producer on series including Being Serena, First Team: Juventus and All or Nothing: Manchester City, to find out what’s behind the surge in interest and how the shows are put together.

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.