Sponsorship & Marketing
Features
Home Team Sports’ Sloan: Sports TV advertising market in midst of broad redefinition
Craig Sloan, executive vice-president of Home Team Sports, the Fox Sports-owned sales unit serving dozens of regional sports networks, details historic changes coming to advertising on sports television.
Football Kenya celebrates KPL’s bumper BetKing title sponsorship
The president of the Football Kenya Federation (FKF), Nick Mwendwa has suggested gambling firm BetKing’s new title sponsorship deal for the Kenyan Premier League (KPL) can help the competition move past p…
James Thompson | How can brands activate with no rugby fans in the stands?
James Thompson, senior account manager at Cake, looks at creative ways rugby union's sponsors can activate and leverage their partnerships as the sport prepares to return behind closed doors.
NBA 2K engagement and e-commerce support NBA licensing amid brick-and-mortar lockdown
Matthew Glendinning explores how NBA licensing revenues have fared during the Covid-19 pandemic, with the basketball league taking many positives from e-commerce and esports
Phil Carling | The Rise of Liverpool – From Super Club to Super Brand
Phil Carling, head of football at the Octagon agency, explains why the brand positioning of Premier League winners Liverpool as a club where ‘This Means More’ is key to unlocking its commercial potential
LCS strikes multiyear partnership with Buffalo Wild Wings
Riot Games’ League of Legends Championship Series (LCS) has struck a multiyear partnership with restaurant chain Buffalo Wild Wings, which has been designated the esports competition's official sports b…
Nascar strikes multiyear sports betting partnership with BetMGM
US stock car racing series Nascar has struck a multiyear sports betting partnership with online gaming company BetMGM, which has been designated an authorized gaming operator of the organization.
Atos pays more to deliver ‘most complex IT contract in sports’ through Paris 2024
The four-year extension to the International Olympic Committee’s TOP sponsorship with technology partner Atos – starting after the Tokyo 2020 Summer Games – was contracted at an increase on the previous deal,…
AC Milan signs Banco BPM as first independent women’s team front-of-shirt sponsor
AC Milan has signed up Italian bank Banco BPM as the front-of-shirt sponsor of its women's team
MLB looks to get aggressive with virtual advertising
Faced with the loss of nearly two-thirds of the regular season due to the Covid-19 pandemic, MLB and its clubs are significantly expanding the frequency and locations for virtual advertising this season.
Giles Morgan: Pivot to data to drive a golden age of sponsorship
Giles Morgan, HSBC's former director of sponsorship, believes the sports industry is entering a period where the currency of partnerships changes and the cumulative number of eyeballs watching an event become secondary to the primary data owned by rights-holders.
The inside view as China sacrifices international sports events
The Chinese government recently said the country will not be hosting most of its planned international sports events this year, putting a number of major events in doubt. SportBusiness asked three local industry insiders for their thoughts on the potential for disruption.
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.
Matthew Glendinning | Reports of FFP’s demise after City ruling are exaggerated
Matthew Glendinning, editor of SportBusiness Sponsorship, believes Uefa’s Financial Fair Play rules will survive even after the Court of Arbitration for sport overturned the governing body's competition ban on Manchester City.
Asia-Pacific industry reacts to the award of the 2023 Women’s World Cup
Asia-Pacific sports industry insiders react to the award of the 2023 Fifa Women's World Cup to Australia and New Zealand.
Sportfive focused on sponsorship for Asia-Pacific growth in new era
Adrian Staiti, head of Apac and global sales at Sportfive, explains how the agency will move forward in the region in its post-AFC rights era and under new ownership.
“We’re number 1 on the pitch and we want to be as good commercially” | Manu Leroy, Belgian FA
In the latest of our series of video interviews, the Belgian FA's director of marketing, Manu Leroy, describes how a new digital approach to sponsorship is helping the organisation to profit from the unprecedented success of its men's national team.
Rise of the Red Devils drives new Belgian FA partnership strategy
SportBusiness looks at the new commercial strategy of Royal Belgian Football Association, after seeing Belgium's national football team rise from #66 in Fifa’s ranking to the top of the world.
Closed-door sport gives fresh impetus to innovations in virtual hospitality
Closed-door sport is forcing innovation and fresh thinking about virtual hospitality. But can it ever hope to replace the real behind-the-ropes experience? Ben Cronin reports.
Cricket beyond Covid | Connor, Gould and McCrum on dealing with the pandemic
In part 1 of a three-part interview, Matthew Williams speaks with managing director of women's cricket at the ECB, Clare Connor, Rajasthan Royals chief operating officer Jake Lush McCrum and Surrey County…
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.
George Cullen | The voice of the athlete has changed forever – and it’s never been so important
George Cullen, account manager at Hill + Knowlton Strategies, applauds a dramatic shift in the influence of sports people to affect social change – with implications for brands and rights-holders
New ownership moves The Ocean Race away from title sponsorship model
The Ocean Race has shifted its sponsorship structure away from having a title sponsor as it looks to develop the race itself as the ''Master Brand''. Matthew Williams speaks to senior executives about its sponsorship strategy.
LaLiga’s Chinese JV focuses on sponsorship, merchandising in push to become leading foreign football league
LaLiga is aiming to become the biggest overseas football league in China via its new joint-venture in the market with Mediapro and Super Sports Media, Sergi Torrents, the JV’s chief executive, told SportBusiness this week.
Jarren Ginsburg | Rams jerseys point toward future NFL uniform ads
Jarren Ginsburg, associate and litigation lawyer with Foley & Lardner LLP's sports and entertainment group, explores how the Los Angeles Rams' new uniforms are poised to help open an important new area of sports sponsorship
“Remind people that you’re part of their lives” – DDMC Fortis’s Ned Negus on sponsorship behind closed doors
Ned Negus, executive vice-president, partnerships, at DDMC Fortis spoke to SportBusiness about the challenge for the sponsorship sector posed by sport being played behind closed doors, and the Covid-19 crisis more broadly. He says there is a big opportunity for sponsors in being present as sport returns, helping to bring sport back into people's lives.
Mohit Lalvani | Public health a fruitful theme in search for sponsorship spend and ROI during Covid-19
Mohit Lalvani, founder and CEO of 1 Play Sports, the Singapore-based sports streaming services provider, identifies a potentially valuable avenue for sponsorship during the pandemic, that may resonate with the public and governments
Coca-Cola’s Ricardo Fort: Tokyo Olympics next year set to be “great sign of the recovery of the world”
Ricardo Fort, who as Coca-Cola vice-president of global sports partnerships oversees one of the largest sports sponsorship portfolios in the entire world, discusses the impact of the Covid-19 pandemic and the prospects of recovery.