Sponsorship & Marketing

Latest Features

The LPGA once worried about the dominance of South Korean players in the women’s game. Now it embraces them as a means of driving the sport’s regional and global popularity. John Duerden finds out more.

Global agency president looks to work through current public health crisis, plan ahead for return of sports industry to full activity

Adam Nelson speaks with a range of experts from across the digital space about how rights-holders and clubs can utilise digital content to both engage fanbases and provide a platform for their sponsors during the Covid-19-mandated shutdown.

When the Court of Arbitration for Sports handed an eight-year ban to the six-time Olympic medallist Sun Yang, the Chinese sport hierarchy lost its most valuable individual star. Zhang Dan reports.

The Sports Federation and Olympic Committee of Hong Kong, (SF&OC) has added Japanese instant noodle company Nissin Foods to its sponsorship portfolio

Global payments specialists Visa has provided the Olympic athletes it sponsors with assurance that contracts can be extended in line with the delay of Tokyo 2020

The Norwegian Ski Federation (NSF), already suffering financial losses as a result of the Covid-19 pandemic, has lost one of its key sponsors – the country’s largest civil engineering company Veidekke.

Australian National Rugby League (NRL) club Cronulla Sharks has been dealt a financial blow after major sponsor, rainwater products manufacturer Ace Gutters indicated it will halt payments on its deal

Features

Digital advertising technology could allow Formula 1 to have up to seven different regional betting sponsors, according to the sport’s global data and betting rights partner Interregional Sports Group.

US Editor Eric Fisher explores how major sports and entertainment agencies in America are looking to carve out their own place in the fast-growing realm of legal sports wagering.

Longines’ vice-president of marketing, Matthieu Baumgartner, explains the strategy behind the brand’s blanket sponsorships of equestrianism and horse racing.

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.

Kevin McCullagh looks at the growth of the B. League, Japan's domestic basketball league, and considers whether it might be the country's biggest sports expansion of the Reiwa era.

If we thought we were obsessed with engaging Millennials, Gen Z present a whole new set of challenges and opportunities.

Why Premier League side Wolves has engaged Ipsos Retail Performance's footfall-counting technology in its club megastore. 

With top sponsors jumping ship, Football Federation Australia’s new CEO James Johnson faces a tough start to his new role. But there is confidence he has the know-how to turn things around. John Duerden reports.

With golf participation rates falling, M. James Ward looks at how the merchandise and equipment business is working to attract new audiences.

What you need to know to survive the next decade

Signing Japanese international Takumi Minamino will be a boon for Liverpool's commercial activity in Asia, but the club's strategy to become number one in the region goes beyond a single signing. John Duerden reports.

Regulation has limited the extent to which China’s sporting stars can capitalise on their sporting prowess via commercial deals. But recent rule changes by the General Administration of Sports offers new possibilities. Chen Yaolin investigates.

Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in opting to switch kit supplier rights from New Balance to Nike.

Ajax's global popularity outstrips all of its domestic rivals, allowing the club to position itself as a brand platform for the Netherlands and beyond. Its chief commercial officer, Menno Geelen, tells Adam Nelson about the effects of Ajax's surprising run to the Champions League semi-finals, and how a creative commercial department has helped the club compete at the highest level.

Fifa's former director of marketing and current FIH chief executive Thierry Weil looks back on a year in which the hockey federation launched its own OTT platform and outlines his plans to monetise the new service. Ben Cronin reports.

Four Inside Track contributors from around the world reflect on what they saw as the key industry developments of 2019 .

In just a short amount of time, the Wizards have put themselves in prime position to become the NBA's most-popular team in Japan following the arrival of Rui Hachimura. Bob Williams discovers how they have done it.

Opticians brand Specsavers used its title sponsorship of this summer’s Ashes series to focus on the resonances between its products and Test cricket, while a quick response to a Ben Stokes tweet showed the value in reactive marketing. Adam Nelson reports.

China’s General Administration of Sport has announced a new collective brand for all of China’s Olympic and Paralympic sports teams: "Team China". Zhang Dan investigates the new marketing initiative.