Sponsorship

Features

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

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 using “passion partnerships” to engage consumers where their passions are, working closely with rights-holders to add value to sponsorships D

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.

I wasn’t surprised to see Guinness revealed in December 2018 as the new title sponsor of the Six Nations.

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.

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.

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.

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

Hewlett Packard Enterprises uses supplier partnership to reposition itself as a data analytics and IoT enterprise Wireless network allows organisers to harvest crowd behaviour data

Players will wear Jumpman logo in Champions League games after three-year deal with Nike subsidiary Co-branded apparel and footwear collection extends club's entry into world of fashion

NBA China currently maintains relationships with 17 sponsors Partners a combination of Chinese organisations and multinational companies looking for exposure in the country

New Zealand Rugby chief executive Steve Tew has overseen a turnaround from NZ$15m losses to NZ$33m profit in ten years

Coca-Cola GB’s three-and-a-half-year deal with the Premier League is the largest sponsorship deal the UK branch of the company has ever signed and the first it will activate across its entire portfolio. Ben Cronin examines why the brand is partnering with the league and what it means for the Premier League’s multi-sponsor approach.

ESP Properties was launched in June 2015 as WPP’s attempt to create a sports marketing major to challenge the likes of IMG. Last year, its UK team was absorbed by its Two Circles division. In July 2018, its US operations were sold off. GroupM, the WPP subsidiary which created ESP, doesn’t see this as a failure or retrenchment. Some rivals and independent sponsorship experts have a different view.

The Philadelphia Eagles’ Ari Roitman explains the long-term thinking behind his stability-first commercial strategy, and discusses how the team still managed to take maximum advantage of their unexpected Super Bowl victory.

The victory of the French men’s national team in the Fifa World Cup has triggered performance bonuses in three of its sponsorship deals and opened up new product licensing and regional sponsorship opportunities. Ben Cronin speaks to FFF marketing director François Vasseur about the commercial impact of the win.