Sponsorship & Marketing


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

Their ubiquity as sponsors of sport suggests the link between mobile phone operators and major sports events is obvious, but recent business pressures and a divergence of strategies may require different approaches to telecom partners in future.

The Turkish sponsorship market can be divided into three main sub-categories: sponsors which invest heavily internationally, sponsors which invest professionally locally and sponsors which invest locally through personal connections. The major change in the recent years is the growth of in the first two categories.

The brewing industry remains one of the biggest investors in sport despite growing levels of self-regulation and government legislation

Automotive is of the most important sponsoring sectors and a bellwether of consumer and industrial confidence

Amid the excitement and controversy around the Facebook IPO, it is easy to forget that for every dotcom billionaire there are many more winners from the explosion in the digital economy

Sports sponsorship has never been more powerful or more effective. At a time when many traditional ways of communicating with consumers are reaching fewer people, or failing to cut through, sport and entertainment has become increasingly central to all our lives.

Lueder Fromm head of global marketing and communication at Mercedes-Benz answers SportBusiness' questions about the thinking behind the company's golf sponsorships.

Nearly all sports sponsorships now incorporate a social media element, but whilst it may generate ‘buzz’, is it possible to evaluate commercial returns? The answer is a qualified ‘yes’ according to a new sportBusiness report.

It is 8-times harder and more labour intensive to sign a new sponsor than it is to renew an existing one. Here we examine how sponsors can be serviced so that their value to the sports organisation increases over time.

The domestic sports marketing sector in the Gulf states of Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE (United Arab Emirates) has been slow to develop and gain credibility despite the massive investment in sports infrastructure and international events across the region. We talk to sports marketing practitioners and property owners in the region to see if that state of play is changing.