Sponsorship & Marketing

Latest Features

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.

PepsiCo’s senior director for global sports marketing, Adam Warner, commends Uefa for finding 'different sources of value' in this year reformatted Men's Champions League and explains why the brand has decided to expand its relationship with the governing body to include women's club and national competitions. Ben Cronin reports.

Matthew Glendinning, editor of SportBusiness Sponsorship, asks whether the hundreds of millions of euros required to lure wantaway superstar Lionel Messi from Barcelona can be justified from a commercial or brand equity point of view for the buying club.

A consulting company working for the committee bidding to secure the 2020 Olympics hosting rights for Tokyo transferred $370,000 (€314,000) to Papa Massata Diack, the son of jailed ex-IAAF president L…

The Ultimate Fighting Championship has announced a partnership with recovery and performance technology brand Hyperice, which has been designated the organization's official recovery technology partner

French football club Paris Saint-Germain has signed up gambling brand 22Bet as a regional sponsor in Africa. The two-year agreement was facilitated on behalf of 22Bet by sports marketing agency Sportradar

Qatar-based logistics company GWC has signed as the first regional supporter for the 2022 World Cup in Qatar

Features

Roger Duthie, independent senior advisor at Leverage Marketing Advisors and former head of global sponsorship at Emirates, describes how sponsorship exposure has been strong during sport's return and why it's time for a focus to be placed on the safe return of fans to stadiums

Three leading brands from The Olympic Partner Programme have described the challenges they have faced as a consequence of the postponement of the Tokyo 2020 Olympics and how they have adapted their activation plans. Ben Cronin reports.

Lew Sherr, chief revenue officer, US Tennis Association, tells SportBusiness how the US Open managed to retain a full roster of sponsors for the closed-door tournament by offering discounts of up to 50 per cent in some cases.

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.

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, 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.

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, 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

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, 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 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, 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, 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 sports industry insiders react to the award of the 2023 Fifa Women's World Cup to Australia and New Zealand.

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.

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.

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 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.

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…