Sponsorship & Marketing

Brazilian football player Neymar was cast in the lead role of this year’s World Cup before being cast in plaster following a back injury in the quarter-final. Owen Evans looks at whether the Barcelona superstar can now follow in David Beckham’s footsteps to commercial superstardom.

David Wood, managing director of brand communication at UK-based marketing agency Jaywing, looks at the opportunities to capitalise on the buzz of this year's Tour de France.

Alan Pascoe was among the first business leaders interviewed in depth by SportBusiness International 18 years ago. Now, as he steps back as president of CSM, he reflects on a pioneer career in international sports marketing. Kevin Roberts reports.

Owen Evans looks at the rationale behind UK telecoms operator BT’s multi-million pound naming rights deal with the home of Scottish rugby, Murrayfield.

We look at how English football’s governing body hopes a new digital partnership will help its partners talk to fans more effectively.

A successful console video game can act as the perfect social media marketing tool. Owen Evans looked at the UFC (Ultimate Fighting Championship), the rights-holder everyone in the sports industry is talking about, and its new official game project.

Two years on from the 2012 London Games, Elisha Chauhan finds out how medal supplier Rio Tinto’s co-operation with Imperial College London is making positive waves for the Paralympic community.

Watch our Q&A with Keith Ramsdale, EA’s northern Europe vice-president and general manager, tell all about the new UFC (Ultimate Fighting Championship) console game, after he met SportBusiness International at London's Cafe Royal. 

Matthew Glendinning, Editor of SportBusiness International sister publication Sports Sponsorship Insider, rounds up they key issues raised at this year’s ESA (European Sponsorship Association) Sponsorship Summit in London.

With the FIFA World Cup only a month away, are world and European champions Spain the hottest property in town? Dermot Ledwith asks the team’s current roster of sponsors.

With the growing popularity of extreme sports once again illustrated at this month’s winter Olympics, lawyer Jon Walters looks at the loopholes and traps for sponsors associated with leading events and athletes in that space.

Mark Cameron, global brand experience director at Extreme Sailing Series (ESS) main series partner Land Rover, breaks down the company's sponsorship strategy to Matt Cutler at this year's event launch.

On Monday the curtain fell down on the six-day, inaugural Special Olympics Asia-Pacific Games with a spectacular opening ceremony at the Hunter Stadium in Newcastle, Australia. SportBusiness International editor Matt Cutler spoke to Tim Shriver, Special Olympics chairman, about the challenges and opportunities around the organisation's continual drive to take people with intellectual disabilities, and the people who love and care for them, out of the shadows through the power of sport.