Sponsorship & Marketing

Features

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.

Liverpool FC's Billy Hogan tells SportBusiness Professional how diversifying revenue streams and engaging with the club's global fanbase helped the club toward posting world-record profits and doubling its commercial revenue.

Ahead of the fourth round of the Formula E season in Mexico, James Barclay, team director, Jaguar Racing, gave a manufacturer’s take on why the electric motor racing series is proving so appealing to car brands and non-endemic sponsors.

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.

Paysandu Sport Club end agreement with Puma to enter white-label deal with garment maker Share of shirt sales increases from 10% to between 25 and 30%

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

The US Polo Association's disproportionate success in the category licensing looks to be attributable to a farsighted and disciplined strategy, mixed with a degree of good timing. Ben Cronin examines how it has built a $1.6bn annual business.

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.