Sponsorship

Latest Features

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.

Matt Carroll, chief executive of the Australian Olympic Committee, tells Adam Nelson how a focus on athlete engagement, grassroots participation and community schemes has helped to boost the AOC’s commercial programme throughout the Olympic cycle.

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?

Hans Erik Tuijt, director global sponsorships, Heineken, speaks to Ben Cronin about the brand’s 25-year association with the Uefa Champions League and how it plans to activate its rights at this year’s final in Madrid.

Fifa and Uefa have both unveiled strategies for the long-term development of women's football. Frank Dunne examines what it would take to put female competitions on an equal footing with their male equivalents.

WPP is selling a 60-per-cent share in its market-research company Kantar to Bain Capital Private Equity in a deal that values the company at $4bn (£3.2bn/ €3.55bn).

Sports marketing and management agency Wasserman has launched The Collective, a new division that will focus on raising the visibility of women across the sports, entertainment and culture sectors

Timo Lumme, the man responsible for sale of the International Olympic Committee's sponsorship rights, has said the organisation may have to introduce perimeter advertising at the Olympic Games if its controversial…

Basketball’s global governing body Fiba has announced a partnership with the Los Angeles Times media group to host the 3x3 World Tour Final to the city of Los Angeles for the four-year period from 2020 t…

Features

Formula One is likely to implement virtual advertising more widely in its global broadcast feed following its sponsorship and data rights partnership with ISG. But the sport needs to be careful not to fall foul of broadcast regulations concerning product placement. Ben Cronin reports

Ex-Synergy CEO Tim Crow argues that LA 2028's $2.5bn sponsorship revenue forecast - hailed as ambitious in the press - is in fact deeply conservative, and predicts that the final tally will break $4bn.

South London football club Crystal Palace is a model for aspirational second-tier teams. The club's commercial director, Barry Webber, tells Adam Nelson how a nimble and flexible commercial strategy has helped the club to capitalise on its top-flight status.

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.

Richard Gillis on why we should avoid the trap of projecting a moral compass on to multinationals, or thinking that brands take a leading role in important societal issues.

Former Fifa and Team Marketing executives believe mass-migration has created a new opportunity for a club cricket competition in Europe.

Women’s World Cup currently has two-tier sponsorship model Global Partner tier includes sponsorship rights to all Fifa events

Brazilian state building society spending was as much as 20 per cent of the 2018 shirt sponsorship market in Brazil

Uefa marketing director Guy-Laurent Epstein tells Adam Nelson how the body has devised a new commercial structure to take advantage of the the pan-continental format for the 2020 European Championship.

Liverpool FC's Billy Hogan tells SportBusiness Professional how diversifying revenue streams and engaging with the club's global fanbase helped the club toward posting world-record profits and doubling its commercial revenue.

Ahead of the fourth round of the Formula E season in Mexico, James Barclay, team director, Jaguar Racing, gave a manufacturer’s take on why the electric motor racing series is proving so appealing to car brands and non-endemic sponsors.

Diageo's Rory Sheridan explains how Guinness's naming rights partnership with the Six Nations plays into the brand's wider ambitions within rugby.

MLS team's commercial prospects given ‘dramatic overhaul’ by move to $400m stadium Mixed-use development with sportsbook planned to capitalise on sports betting legislation E

Sean Jefferson was among the 10 executives whose work in 2018 we believe indicates the direction of the sports business in 2019 and beyond.

Unilever using “passion partnerships” to engage consumers where their passions are, working closely with rights-holders to add value to sponsorships D