Sponsorship & Marketing


With shrinking budgets and an increase in performance-based marketing, is sponsorship still a valuable and effective use of budget? Yahoo's Robert Bridge gives his experiences from this year's…

AT THE WEEKEND, Spanish champions FC Barcelona had less possession than their opponents for the first time in over five years

This report is an essential casebook for brands, agencies and rights holders

Download this free supplement where Kevin Roberts introduces Nineteen Eight Four (social activation), Deltatre (athlete engagement) and Nordeus (sodial gaming) who share their insights into social media and the part it can play in sport including 6 key social media errors and how to avoid them.

This year’s packed yacht racing calendar perfectly illustrates the breadth and diversity of the sport. While the showpiece America’s Cup will be contested by the world’s finest crews and their billionaire backers in San Francisco next month, this summer also sees the latest edition of the Clipper Round the World Yacht race, in which amateur crews embark on the experience of a lifetime, racing up to 40,000 miles in 12 identical boats. But a packed calendar also sees rights properties competing for eyeballs, commercial partners and host ports – often from the same, limited pool. Matt Cutler brought together four leading names in the business of sailing to get their take on various commercial issues facing the sport.

Sir Martin, leader of the world's largest advertising and marketing services company tells Kevin Roberts why the fortunes of his business and many other global brands are inextricably linked to sport.

Reputation is a crucial commodity in sport as in the brand world (and especially where the two collide). It's hard won and easily lost so here we look at the top-4 rules on how it can be protected.

BSkyB-owned online gambling brand Sky Bet was announced as the new title sponsor of the Football League last month in a five-year deal, 2013-14 to 2017-18

SportBusiness International editor Matt Cutler reports on the ground from Los Angeles in a huge week of sport for the city.

SportBusiness International editor Matt Cutler reports on the ground from Los Angeles in a huge week of sport for the city.

Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.

The English Football Association plans to increase its annual sponsorship revenue of around £35m (€41.6m/$55.5m) by selling newly-created global and territory-specific international sponsorship packages in its next four-year rights cycle.

One of the highest profile sponsors in sport explains what its portfolio of high value football shirt sponsorships is designed to achieve.

Q. What’s the difference between Aeroflot and a Scud missile? A. Aeroflot has killed more people.

Rights-holders will always be kings of experiential marketing, due to the simple fact that nothing will ever beat the delivery of live sport to a fanbase. They also have a treasure at their disposal that many marketing departments will envy: a precise knowledge of their ‘customers’ in relation to the specific event in terms of demographics, behaviours, habits and preferences.

Arsenal’s revamped Customer Relationship Management (CRM) system played a key role in Emirates’ recent sponsorship renewal with the English Premier League club

As one of the fastest growing industry sectors in the global economy, online gaming and gambling brands are now key players in the sports sponsorship market

Companies across the renewable energy sector have attached themselves to top-level sport properties all over the world with the highest levels of concentration in football and in the German and American markets.

“As soon asyou pay more than 50 Swiss francs (about $50) for a watch, you’re being irrational.” T