Marketing
Features
Looking back, looking forward – Apac industry insiders’ reflections on the year past and hopes for 2021
Asia-Pacific sports industry insiders share their personal reflections on a tumultuous 2020, and their hopes and ambitions for the year ahead.
Gareth Balch | Why 2021 consumer behaviour presents an opportunity for sport
Two Circles CEO Gareth Balch explains why 2021 will present a once-in-a-generation opportunity to grow the world’s engagement with sport – making it more important than ever to be a sports marketer
Der Klassiker provides springboard for Bundesliga’s global marketing efforts
The Bundesliga is locked in a battle with other major European leagues for the hearts, minds, and eyeballs of fans around the world. Kevin Roberts examines some of the league's marketing efforts alongside the Der Klassiker match between Bayern Munich and Borussia Dortmund.
Writing the new rules of sponsorship using technology & data webinar
Co-Founder and Chief Executive Two Circles, Global Head of Sponsorship & Events Standard Chartered Bank, SVP & MD Octagon, Chief Executive & Co-Founder Satisfi Labs
Uefa sets new course in women’s football with media and sponsorship tenders
Media tender on for Uefa’s women’s club and national team competitions closes October 14
Uefa seeking broadcast partners which can take ‘edgy’ approach using different platforms
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Uefa searching for external media agency for promotional activities
Uefa is searching for an external media agency to carry out a range of marketing promotions and services around its competitions and competition-related activities during the 2021-22 to 2023-24 cycle
BetMGM, Topgolf strike marketing and promotional agreement
Deal provides key reach opportunity as US sports betting landscape matures
Getty Images to become official F1 photography agency
Formula 1 has agreed a ‘long-term’ deal with Getty Images to become the Official Photographic Agency for the motorsport series.
Infront makes squash equity investment in long-term PSA commercial deal
The Infront agency has committed to a long-term investment in squash in a deal that involves a minority equity shareholding in a new company set up to manage and commercialise the Professional Squash Association’s c…
Adrian Staiti | Five reasons to be optimistic about the sports industry post-Covid-19
Adrian Staiti, APAC president of sports marketing agency Sportfive, challenges the wary outlook for the sports industry and says a 'better normal' will flourish once markets come out of the pandemic.
DDMC Fortis becomes FMA and remains bullish as AFC project enters ‘operational’ phase
Football Marketing Asia CEO Patrick Murphy explains the rebrand of his agency and the change of gear within the business this year, and provides a progress report on its Asian Football Confederation project.
“It’s like having a Summer Olympics” | Orlando prepares for the arrival of NBA and MLS
Florida city ready to capitalize on its position as the epicenter of professional sports in the US this summer to rejuvenate its tourism industry and secure major sporting events. Bob Williams reports
Charles Schwab ready to seize its moment in spotlight as PGA Tour makes return
Multi-national financial services company will gain huge reach as the title sponsor of the first event back on the PGA Tour in the wake of the Covid-19 pandemic, writes Bob Williams
Asian e-commerce live streams attract early-mover sports properties
Ecommerce live streams are a growing phenomenon in online retail in Asia, and sports businesses are starting to dip their toes in the water.
BT’s ‘Beyond Limits’ rebrand informs CSR-focused partnerships with Home Nations FAs
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.
Atlético Madrid looks to CPL team to expand the club’s brand in North America
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.
Understanding the Sports Data Challenge
What you need to know to survive the next decade
Monumental Sports uses fan data to increase ticket sales via cloud platform
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
World Snooker Tour looks to global future with rebrand
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.
NBL uses LaMelo Ball’s pulling power to gain new international relevance
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.
How Tokyo 2020 smashed the domestic sponsorship record for the Olympics
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.
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.
Steve Davis, Fanatics international – Lack of nimble production and distribution has hamstrung a $25 billion industry
Highlights of Fanatics International president Steve Davis in conversation at the Sports Decision Makers Summit in London, July 2019.
Jennifer Van Dijk from Wasserman in conversation at SDMS Miami 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.