Sponsorship
Features
‘Ambitious’ $2.5bn LA 2028 forecast is in fact deeply conservative
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.
Crystal Palace aims to become sponsors’ “club of choice in London”
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.
Masters comeback creates another image of Tiger Woods
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.
Brands backing women’s sport is wonderful – but they are followers, not leaders
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.
Heavyweight backers say mass migration has created opportunity for “Champions League” of cricket in Europe
New league will feature champion cricket clubs from across Europe
Mass migration has created micro-communities of underserved cricket fans
Le Floc’h: Fifa Women’s World Cup sponsorship rights could be unbundled in 2022
Women’s World Cup currently has two-tier sponsorship model
Global Partner tier includes sponsorship rights to all Fifa events
Caixa withdrawal likely to accelerate Brazilian football’s short-term sponsorship trend
Brazilian state building society spending was as much as 20 per cent of the 2018 shirt sponsorship market in Brazil
Pan-continental Euro 2020 offers “unparalleled commercial platform”, argues Uefa’s Guy-Laurent Epstein
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 diversifies revenue streams to post record profit
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.
James Barclay, Jaguar Racing | “Formula E is the perfect platform to tell the world about our electrification expertise”
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.
Guinness aims to become “world’s number one rugby brand” with Six Nations title sponsorship
Diageo's Rory Sheridan explains how Guinness's naming rights partnership with the Six Nations plays into the brand's wider ambitions within rugby.
DC United leverages twin impact of Audi Field and ‘Rooney effect’ into new deals
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
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Sean Jefferson | Director of partnerships, Man United
Sean Jefferson was among the 10 executives whose work in 2018 we believe indicates the direction of the sports business in 2019 and beyond.
Unilever is turning fans’ passion into brand engagement with value-adding partnerships
Unilever using “passion partnerships” to engage consumers where their passions are, working closely with rights-holders to add value to sponsorships
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Brands shouldn’t ignore sponsorship’s point of difference
In the old sports business model, advertisers used to foot the bill for sports content. Now consumers are more likely to pay for the content but are still being bombarded with marketing messages. Richard Gillis asks if sponsorship would be better served by a more philanthropic approach.
Good things come to those who wait: Guinness and the Six Nations
I wasn’t surprised to see Guinness revealed in December 2018 as the new title sponsor of the Six Nations.
Arsenal’s Singapore office contributes to 50-per-cent growth of commercial revenues
APAC contains biggest proportion of Arsenal’s global fanbase at 30 per cent.
Since opening Singapore office, 85 per cent of all club’s sponsorships now come from outside Europe.
The art of a title sponsorship
Title sponsorship is first and foremost a way of making consumers aware of a brand name, putting the brand into the mouths of fans as they talk about a team, competition or other property.
Manchester United sponsorship helps Gulf Oil build Chinese empire
Deal with Manchester United helped Gulf Oil gain recognition and trust in Chinese marketplace.
Plans to open 1,000 service stations in three years “impossible” without the partnership.
Sponsorship Works 2018
Welcome to Sponsorship Works 2018, the 13th edition of the publication.
This year’s Sponsorship Works brings you 17 case studies of best practice sports sponsorships from around the world. It