SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Article
28 Sep 2018

A new supplier partnership between Ryder Cup Europe and Hewlett Packard Enterprises will allow tournament organisers to harvest crowd behaviour data. Ben Cronin examines how this will allow the event to refine merchandising offers and concession placements as well as create more targeted advertising.

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Article
17 Sep 2018

Coca-Cola Great Britain’s three-and-a-half-year deal with the Premier League is the largest sponsorship deal the UK branch of the company has ever signed and the first it will activate across its entire portfolio. Ben Cronin examines why the brand is partnering with the league and what it means for the Premier League's multi-sponsor approach.

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Comment
14 Sep 2018

The signing of Cristiano Ronaldo by Juventus put Serie A firmly back on the map. But a series of major problems in Italian football have overshadowed his arrival. Enzo Morelli, legal adviser to the Infront agency – the media-rights adviser to Lega Serie A – provides a personal view on recent developments.

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Article
23 Aug 2018

ESP Properties was launched in June 2015 as WPP’s attempt to create a sports marketing major to challenge the likes of IMG. Last year, its UK team was absorbed by its Two Circles division. Last month, its US operations were sold off. GroupM, the WPP subsidiary which created ESP, doesn’t see this as a failure or retrenchment. Some rivals and independent sponsorship experts have a different view.

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