Sponsorship & Marketing

Features

Following the decline of a number of US sporting goods chains, Bob Williams talks to Dick Sullivan, president and chief executive of the PGA Tour Superstore, which has expanded from 10 stores in 2010 to 41 locations in 16 states, about what is behind the success of the chain.

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

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?

Many European football clubs are aiming to convert their large Chinese fanbases into significant new revenue streams. However, they must adapt to this complex market in order to capitalise on its huge potential. Jonathan Dyson reports from Shanghai.

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.

Research from marketing agency Red Hot Penny suggests clubs across the UK need  major rethink of how they convert social engagement into retail sales

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.