Marketing
Features
McLaren’s new commercial chief Mark Waller is bringing lessons from American sport
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.
Rights to beloved Phillie Phanatic mascot in dispute after more than 40 years
Legal battle revives tension that previously existed between the MLB club and the design firm that helped create iconic character.
Ligue 1 stages US games to attract new investors and bridge gap to Serie A and the Bundesliga
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 quest to become the real European super league
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.
ECB hopes Cricket World Cup momentum fuels enthusiasm for The Hundred
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.
Atlanta Dream gains new branding, venue for 2020
Women's National Basketball Association team Atlanta Dream is undergoing a reboot for 2020, which involves a new logo and other branding, as well as a venue change
Lagardère Sports retains hospitality remit for Roland-Garros
The Lagardère Sports agency has agreed a two-year extension to its partnership with the French Tennis Federation (FFT) to remain one of the official hospitality agencies of Roland-Garros grand slam tournament …
Tourism Australia runs T20 World Cup campaign targeting Indian visitors
Tourism Australia is employing celebrities and a video advertisement as part of a AUD$5m ($3
Eurosport to show real-time Olympics clips on Twitter in content tie-up
The Discovery-owned international sports broadcaster Eurosport has agreed a content and advertising deal with social media platform Twitter that will allow the publishing of real-time highlights from …
Investment in women’s sport is growing, but has it reached the point of financial independence?
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?
Time to monetise | The football clubs turning Chinese engagement into revenues
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.
Can new Bundesliga domestic and international deals prove 50+1 isn’t holding it back?
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.
Masters comeback creates another image of Tiger Woods
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.
Road to SportAccord 2019: Shining a light on marketing’s new rules
In association with SportAccord
UMBC looks to ensure its March Madness Cinderella story has lasting impact
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.
ad:s – the marketing game changer in betting
In association with Sportradar
Fly on the wall | Sports properties and stars see growing value in letting the cameras in
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.
Visa’s commitment to women’s football lays down a challenge for other sponsors
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.
Kerry Bubolz | President, Vegas Golden Knights
Kerry Bubolz was among the 10 executives whose work in 2018 we believe indicates the direction of the sports business in 2019 and beyond.
Wizards plan West Ham crossover and female basketball clinics for NBA London game visit
• Wizards District Gaming planning match against West Ham esports team
• Activations scheduled with global partner Alibaba
• Back home, NBC telecast prepares US audiences for in-play betting
When
Faking It: Neymar, Gillette and the Sponsored Apology
It’s the last Sunday of July, 2018.
It’s a woman’s world: Marketing the ICC Women’s World Cup
Sachin Tendulkar employed as an ambassador to grow the women’s game
Ticket ballot creates sense of demand outstripping supply
Advertising campaigns are not women-specific
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Social Media and Sport in China
China’s unique platforms – an introduction to the Chinese social media landscape...
Click here to download the Social Media and Sport in China report as a PDF.