Sponsorship & Marketing

Latest Features

The R&A’s maintenance of event cancellation insurance “slightly eased” the burden of lost income from the cancellation of this year’s Open and Senior Open Asset

Jason Howarth, Panini America's vice-president of marketing, tells SportBusiness how the industry has looked to capitalize on the rising popularity and value of trading cards

Murray Barnett, former chief commercial officer for World Rugby and head of partnerships for Formula 1, explains why women’s football is sure to recover the commercial momentum lost as a result of the Covid-19 pandemic.

Stevenage FC were pleasantly surprised when news arrived of Burger King's interest in becoming its main sponsor. SportBusiness speaks to Stevenage chief executive officer Alex Tunbridge to hear about the journey the club has been on since the association with Burger King began in July 2019.

Tim Hunt, commercial and marketing director at Williams, wants sponsorship platform to focus on “the USPs of being an F1 team” M

The German Bundesliga’s newest sponsorship deal, with multinational confectioner Mondelēz International, will help “promote the league to a broader audience” and the activation plans are significant, accord…

Australian National Rugby League (NRL) club Melbourne Storm has extended its long-standing association with Japanese automotive brand Suzuki for another two years

International sports broadcaster Eurosport has teamed up with Ford to launch ‘Bring on Tomorrow’, a new digital content series that will investigate future innovations in motorsport as part of a wider mar…

Spanish LaLiga's Valencia CF has signed up pizza chain Papa John's as a sponsor. The deal will begin immediately and run until the end of the 2020-21 season

Features

SportBusiness speaks with Asia-Pacific industry insiders about the increased urgency of sport adopting data-driven business practices in the Covid and post-Covid worlds. Tom King reports.

Brentford FC’s plans to open a brand new 17,250-capacity stadium this autumn have been thwarted by the Covid pandemic. Chief executive Jon Varney describes how the club is coping with the lockdown and its plans to compete on a more even commercial footing in the English Championship.

Amid the drama that followed the US Presidential elections, the Nike brand was present at the iconic moment when Kamala Harris told the President-Elect: “We did it, Joe.” SportBusiness' Matthew Glendinning explains why Nike’s moment of marketing gold owed as much to judgement as it did to luck.

Following partnerships with NBA, MLB, UFC, PGA Tour and numerous star athletes, the recovery and performance technology company has transformed its financial fortunes, as well as its domestic and international profile, this year. Bob Williams reports

Matthew Glendinning looks at the details of the AB InBev-owned beer brand's extension with the golf major.

Logistics brand DP World entered into a long-term deal with IPL franchise Royal Challengers Bangalore in 2020 and become title sponsor of Renault's F1 team, building on its existing sponsorship of the European Tour. Daniel Van Otterdijk, chief communications officer for the company, explains how each deal supports its objectives.

SportBusiness speaks to Cricket Australia’s national commercial development manager Phil Rigby about how, in spite of the challenges of the Covid-19 pandemic, the organisation is confident about its sponsorship prospects. Tom King reports.

The International Swimming League is still targeting profitability “within three or four years” despite being heavily impacted by the pandemic, its managing director and head of commercial operations, Hubert Montcoudiol, tells SportBusiness.

The Covid-19 pandemic has stalled a modernisation of Japanese sport with a lot of domestic teams falling back on private backers and corporations to see them through the crisis. Kevin McCullagh and Tom King report.

Welsh Rugby Union's recently signed kit supply deal with Macron is more lucrative than the previous agreement with Under Armour and provides a timely boost to the country's community clubs

Closed-door sport has prompted an upsurge in virtual advertising but a new report cautions against using the technology indiscriminately.

Umbro's head of sports sponsorship in the UK, Sam Lucas tells SportBusiness how Umbro will leverage its kit supply agreements with the RFU and Bristol Bears to help achieve its aim of becoming the "number one brand" in rugby.

The accelerated uptake of technology in relation to fan engagement and sponsorship comes under the spotlight this week in a free SportBusiness webinar

Figures from the esports and sponsorship industry examine the impact of Riot Games' decision to launch in-game advertising within its League of Legends series. Matthew Williams reports.

Umbro’s return to rugby – in the form of its four-year kit supply deal with the Rugby Football Union – came into effect earlier this month, but it very nearly didn't happen. Matthew Williams examines what the union and the sportwear manufacturer hope to get out of the agreement.

Ben Kensell, chief operating officer at Norwich City, tells Adam Nelson about how the commercial structure he has put in place offers the club a platform to bounce straight back after its relegation from the Premier League.

An upstart daily fantasy company with an unusual name and unconventional approach has quickly risen to prominence by challenging established market leaders DraftKings and FanDuel and striking a large series of team sponsorships.

Onur Yegenoglu, head of sport at KIN Partners, says that while Covid-19 has had a hugely negative impact on the sports industry, there are numerous opportunities that have arisen out of the pandemic

Self-confessed 'Olympophile' Lee Gibbons, managing director of the Sport Unlimited agency, explains why the values and strategies attached to Olympic sponsorships translate so well to today's market in response to the Covid-19 pandemic.