Sponsorship & Marketing

Latest Features

Keith Wachtel, NHL's chief business officer, speaks to SportBusiness about the wider strategy behind the league's new division and helmet sponsorships for the 2020-21 season.

Matthew Glendinning talks to Kathryn Swarbrick, the FA’s commercial and marketing director, about what is on the horizon for English football's governing body as it continues to develop its brand strategy amid the pandemic.

Asia-Pacific sports industry insiders share their personal reflections on a tumultuous 2020, and their hopes and ambitions for the year ahead.

Matt Vandrau, group chief executive, CSM Sport & Entertainment, says one of the biggest changes brought about by this year’s pandemic was the reappraisal of rights values by clients

Rights-holders and sponsors showed differing levels of flexibility this year as the Covid-19 pandemic forced them to review contractual obligations and rights commitments. SportBusiness Sponsorship editor Matthew Glendinning looks at the way the industry responded to the crisis

The FIA World Rally Championship (WRC) has signed up watchmaker TW Steel as a sponsor

Carlo Pozzali, one of the co-founders of MP & Silva and also a former IMG and Sportfive executive, has invested in the Entourage talent management and sports marketing agency

Food wholesaler Perfection Fresh Australia has signed a two-year sponsorship with Football Australia’s ‘MiniRoos’ grassroots programme in support of its Qukes baby cucumber brand. T

The Ultimate Fighting Championship has entered into a multiyear partnership with US online clothing retailer Zappos

Features

SportBusiness regional editors Eric Fisher, Kevin McCullagh and Ben Cronin look back at those rights-holders and properties that adapted best to a year of disruption for the sports industry

Ben Wright, chief commercial officer for the English Football League, explains what the league has learnt from streaming more games on its iFollow service and how the league has targeted the fast-food sector to shore up revenues during this year's lockdown

SportBusiness speaks to Louis Liu, secretary general of the Chinese Football Association, about China's ambitions to become a football superpower.

Bobbie Ttooulis, executive director of shipping and e-commerce delivery company, Global Freight Solutions, says sports merchandising needs careful management at peak sales periods, like kit launches and Christmas.

 Jefferson Slack represented some of the world’s leading sports talent, ran Serie A giants Inter Milan and headed IMG’s football division during the first three decades of his career.  Now

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

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.

Co-Founder and Chief Executive Two Circles, Global Head of Sponsorship & Events Standard Chartered Bank, SVP & MD Octagon, Chief Executive & Co-Founder Satisfi Labs

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.