Sponsorship & Marketing

Latest Features

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

Riot Games’ League of Legends Championship Series (LCS) has struck a multiyear partnership with restaurant chain Buffalo Wild Wings, which has been designated the esports competition's official sports b…

US stock car racing series Nascar has struck a multiyear sports betting partnership with online gaming company BetMGM, which has been designated an authorized gaming operator of the organization.

The four-year extension to the International Olympic Committee’s TOP sponsorship with technology partner Atos – starting after the Tokyo 2020 Summer Games – was contracted at an increase on the previous deal,…

AC Milan has signed up Italian bank Banco BPM as the front-of-shirt sponsor of its women's team

Features

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…

Football Marketing Asia CEO Patrick Murphy explains the rebrand of his agency and the change of gear within the business this year, and provides a progress report on its Asian Football Confederation project.

George Cullen, account manager at Hill + Knowlton Strategies, applauds a dramatic shift in the influence of sports people to affect social change – with implications for brands and rights-holders

The Ocean Race has shifted its sponsorship structure away from having a title sponsor as it looks to develop the race itself as the ''Master Brand''. Matthew Williams speaks to senior executives about its sponsorship strategy.

LaLiga is aiming to become the biggest overseas football league in China via its new joint-venture in the market with Mediapro and Super Sports Media, Sergi Torrents, the JV’s chief executive, told SportBusiness this week.

Jarren Ginsburg, associate and litigation lawyer with Foley & Lardner LLP's sports and entertainment group, explores how the Los Angeles Rams' new uniforms are poised to help open an important new area of sports sponsorship

Ned Negus, executive vice-president, partnerships, at DDMC Fortis spoke to SportBusiness about the challenge for the sponsorship sector posed by sport being played behind closed doors, and the Covid-19 crisis more broadly. He says there is a big opportunity for sponsors in being present as sport returns, helping to bring sport back into people's lives.

Mohit Lalvani, founder and CEO of 1 Play Sports, the Singapore-based sports streaming services provider, identifies a potentially valuable avenue for sponsorship during the pandemic, that may resonate with the public and governments

Ricardo Fort, who as Coca-Cola vice-president of global sports partnerships oversees one of the largest sports sponsorship portfolios in the entire world, discusses the impact of the Covid-19 pandemic and the prospects of recovery.