Sponsorship

Latest Features

New league will feature champion cricket clubs from across Europe European refugee crisis has created micro-communities of underserved cricket fans

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.

McLaren Racing Formula One team has confirmed that British American Tobacco (BAT) will sit out the season-opening Australian Grand Prix this weekend

Joanna Adams, the chief executive of England netball, has called on brands to be braver and take more risks when it comes to sponsorship of women’s sport.

The International Federation of Sport Climbing (IFSC) has agreed a multi-year partnership with the Dentsu agency and Japanese production and distribution company Synca Creations

College Basketball's biggest rivalry and most-anticipated match-up of the year took an ugly turn for shoe manufacturer Nike on Wednesday night

Features

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

In the old sports business model, advertisers used to foot the bill for sports content. Now consumers are more likely to pay for the content but are still being bombarded with marketing messages. Richard Gillis asks if sponsorship would be better served by a more philanthropic approach.

I wasn’t surprised to see Guinness revealed in December 2018 as the new title sponsor of the Six Nations.

APAC contains biggest proportion of Arsenal’s global fanbase at 30 per cent. Since opening Singapore office, 85 per cent of all club’s sponsorships now come from outside Europe.

Title sponsorship is first and foremost a way of making consumers aware of a brand name, putting the brand into the mouths of fans as they talk about a team, competition or other property.

Deal with Manchester United helped Gulf Oil gain recognition and trust in Chinese marketplace. Plans to open 1,000 service stations in three years “impossible” without the partnership.

Welcome to Sponsorship Works 2018, the 13th edition of the publication. This year’s Sponsorship Works brings you 17 case studies of best practice sports sponsorships from around the world. It

Hewlett Packard Enterprises uses supplier partnership to reposition itself as a data analytics and IoT enterprise Wireless network allows organisers to harvest crowd behaviour data

Players will wear Jumpman logo in Champions League games after three-year deal with Nike subsidiary Co-branded apparel and footwear collection extends club's entry into world of fashion

NBA China currently maintains relationships with 17 sponsors Partners a combination of Chinese organisations and multinational companies looking for exposure in the country

New Zealand Rugby chief executive Steve Tew has overseen a turnaround from NZ$15m losses to NZ$33m profit in ten years