Sponsorship

Latest Features

The death of former Conmebol president Nicolás Leoz has brought South American football one step closer to closing the book on an era of corruption. As global agencies and investment funds are taking advantage of the power vacuum, Callum McCarthy examines the current landscape and asks if and when that book can be closed for good.

With a former Infront executive under investigation for defrauding sponsors of the German Football Association, Frank Dunne explains how the scandal has affected both the agency and the already-embattled DFB, and how brands can ensure they're getting what they pay for from their partnerships.

Barclays global head of sponsorships and media, Tom Corbett, tells Adam Nelson why the bank has stepped up its association with football by signing a record-breaking title partnership with the Women's Super League.

Tom Hill, chief commercial officer, World Rugby speaks exclusively to SportBusiness about the commercial programme for the 2019 World Cup in Japan

After more than three years of steady growth building a national sales operation, the affiliated minor leagues of baseball has growing ambitions

Premier League club Leicester City has signed a partnership with Asian betting brand Yabo Sports

Procter & Gamble's Secret deodorant is continuing its support of women's soccer in the United States by committing $200,000 to purchase 9,000 tickets to National Women’s Soccer League games for the re…

The organising committee for the 2024 summer Olympics in Paris is set to issue an invitation to tender aimed at sportswear manufacturers as it seeks a single kit supplier for the various French teams

Spanish LaLiga football club Real Sociedad has ended its search for a new main sponsor after agreeing a deal with Asian sports media platform Goodball.com

Features

Euroleague Basketball's revenue has more than doubled over the past three seasons, and it's now expanding the competition across western Europe, Callum McCarthy delves into how the plan is being put into action.

The North American auto industry’s increasing gravitation toward crossover sport utility vehicles, trucks, and electric vehicles has lessened the natural link between the “stock car” element of auto racing, making the sport now a more fertile sponsorship area for brands in other product sectors.

Matt Carroll, chief executive of the Australian Olympic Committee, tells Adam Nelson how a focus on athlete engagement, grassroots participation and community schemes has helped to boost the AOC’s commercial programme throughout the Olympic cycle.

Few would argue against the fact that there is growing momentum behind women’s sports, both in media and commercial terms, but when will we be able to reach a stage where they are financially self-sustainable?

Hans Erik Tuijt, director global sponsorships, Heineken, speaks to Ben Cronin about the brand’s 25-year association with the Uefa Champions League and how it plans to activate its rights at this year’s final in Madrid.

Fifa and Uefa have both unveiled strategies for the long-term development of women's football. Frank Dunne examines what it would take to put female competitions on an equal footing with their male equivalents.

Formula One is likely to implement virtual advertising more widely in its global broadcast feed following its sponsorship and data rights partnership with ISG. But the sport needs to be careful not to fall foul of broadcast regulations concerning product placement. Ben Cronin reports

Ex-Synergy CEO Tim Crow argues that LA 2028's $2.5bn sponsorship revenue forecast - hailed as ambitious in the press - is in fact deeply conservative, and predicts that the final tally will break $4bn.

South London football club Crystal Palace is a model for aspirational second-tier teams. The club's commercial director, Barry Webber, tells Adam Nelson how a nimble and flexible commercial strategy has helped the club to capitalise on its top-flight status.

Tim Crow on how Tiger’s comeback win at Augusta has created yet another aspect for sport’s most multi-faceted personality – and brought Jack Nicklaus back into the picture.

Richard Gillis on why we should avoid the trap of projecting a moral compass on to multinationals, or thinking that brands take a leading role in important societal issues.

Former Fifa and Team Marketing executives believe mass-migration has created a new opportunity for a club cricket competition in Europe.

Women’s World Cup currently has two-tier sponsorship model Global Partner tier includes sponsorship rights to all Fifa events

Brazilian state building society spending was as much as 20 per cent of the 2018 shirt sponsorship market in Brazil

Uefa marketing director Guy-Laurent Epstein tells Adam Nelson how the body has devised a new commercial structure to take advantage of the the pan-continental format for the 2020 European Championship.

Liverpool FC's Billy Hogan tells SportBusiness Professional how diversifying revenue streams and engaging with the club's global fanbase helped the club toward posting world-record profits and doubling its commercial revenue.

Ahead of the fourth round of the Formula E season in Mexico, James Barclay, team director, Jaguar Racing, gave a manufacturer’s take on why the electric motor racing series is proving so appealing to car brands and non-endemic sponsors.

Diageo's Rory Sheridan explains how Guinness's naming rights partnership with the Six Nations plays into the brand's wider ambitions within rugby.

MLS team's commercial prospects given ‘dramatic overhaul’ by move to $400m stadium Mixed-use development with sportsbook planned to capitalise on sports betting legislation E