Sponsorship & Marketing

Latest Features

Tom King talks to Razlan Razali, team principal of Petronas Yamaha SRT MotoGP team, about the growth potential for motorcycle racing in Southeast Asia.

The National Football League's Los Angeles Chargers, by offering a free team sponsorship through a new sweepstakes, are looking to reach out in a very different way to a local business community battered by the Covid-19 pandemic

Adam Hodge, Octagon’s head of planning & strategy for APAC, asks how rights-holders can ‘make good’ the loss of value felt by their sponsors

Sponsorship consultant Roger Duthie give his thoughts on the approach of brands to sponsorship during the Covid-19 crisis.

Telco brands under the 3 Group umbrella will sponsor the MotoGP eSport Championship in a three-year deal, from 2020 to 2022

The Rugby League World Cup 2021 has signed up sportswear brand Kappa as its Official Apparel Sponsor

The Lagardère Sports and Entertainment agency has brought back the Sportfive name in a rebranding exercise following its takeover by H.I.G.

Japanese technology firm Yamaha has developed a smartphone application that lets fans cheer remotely from home for their teams playing in empty arenas

Features

Matthew Glendinning talks to Robin Clarke, vice-president, international at brand consultancy 160over90, about the ways sponsors in sport have responded during the Covid-19 pandemic, and what to expect once things return to normal.

Mark Waller, managing director, sales and marketing, McLaren F1, talks about the difficult decision to furlough some staff members during the Covid-19 pandemic and argues the case for an even lower team cost cap in Formula 1.

Matthew Glendinning looks at the recent commercial fortunes of the AFL and Rugby Australia, and how sponsorship revenues and the Covid-19 pandemic have affected the properties.

Andrew Collins, chief executive at Mailman, and Shoto Zhu, founder and president of Oceans Marketing, talk to SportBusiness Asia senior analyst, Kevin McCullagh, about how the Chinese sports industry is…

To coincide with their move to a new stadium, the LA Rams have unveiled a dramatic new look. Bob Williams speaks to Rams CMO Ronalee Zarate-Bayani about the process behind the redesign

The Covid-19 pandemic has hit Australia’s major sports with varying degrees of severity.

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.

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.