Sponsorship & Marketing

Features

Never knowingly understated, Irish bookmaker Paddy Power's latest marketing activation ended up garnering a £50,000 fine for one of its partner clubs. Adam Nelson takes a look at the story behind the betting company's 'unsponsorship' of five UK football teams, and whether the campaign can maintain relevance and visibility throughout the season.

We’re still some way off financial sustainability but it is clear that this has been the year in which women’s football finally secured its rightful place in the spotlight.

The death of former Conmebol president Nicolás Leoz has brought South American football one step closer to closing the book on an era of corruption. As global agencies and investment funds are taking advantage of the power vacuum, Callum McCarthy examines the current landscape and asks if and when that book can be closed for good.

With a former Infront executive under investigation for defrauding sponsors of the German Football Association, Frank Dunne explains how the scandal has affected both the agency and the already-embattled DFB, and how brands can ensure they're getting what they pay for from their partnerships.

Barclays global head of sponsorships and media, Tom Corbett, tells Adam Nelson why the bank has stepped up its association with football by signing a record-breaking title partnership with the Women's Super League.

Legal battle revives tension that previously existed between the MLB club and the design firm that helped create iconic character.

IMG Licensing says it has secured contracts with 25 Japanese licensees and 21 global licensees for this year’s Rugby World Cup in Japan. Ben Cronin reports.

Tom Hill, chief commercial officer, World Rugby speaks exclusively to SportBusiness about the commercial programme for the 2019 World Cup in Japan

Browning has marred thousands of once-valuable autographed baseballs, with the precise cause of the damage still unknown. Dennis Tuttle examines the impact on the baseball collectibles market

Dead since 1995, the revered Hall of Famer still commands a lofty position among baseball memorabilia collectors

Following the decline of a number of US sporting goods chains, Bob Williams talks to Dick Sullivan, president and chief executive of the PGA Tour Superstore, which has expanded from 10 stores in 2010 to 41 locations in 16 states, about what is behind the success of the chain.

After more than three years of steady growth building a national sales operation, the affiliated minor leagues of baseball has growing ambitions

Euroleague Basketball's revenue has more than doubled over the past three seasons, and it's now expanding the competition across western Europe, Callum McCarthy delves into how the plan is being put into action.

Jennifer van Dijk, Executive Vice President, Marketing at Wasserman speaking on the Power of the Athlete panel at the Sports Decision Makers Summit in Miami.

Speaking on a panel discussing the ‘Data Dimension’ in sponsorship, Guillaume Sabran says Uefa changed its strategy after Euro 2016, having noted that fans were consuming the event on social media and…

Mark Lev, President Fenway Sports Management, a group marketing  iconic brands such as Liverpool FC and the Boston Red Sox speaking at the Sports Decision Makers Summit in Miami about incentivised sponsorship …

The North American auto industry’s increasing gravitation toward crossover sport utility vehicles, trucks, and electric vehicles has lessened the natural link between the “stock car” element of auto racing, making the sport now a more fertile sponsorship area for brands in other product sectors.

Matt Carroll, chief executive of the Australian Olympic Committee, tells Adam Nelson how a focus on athlete engagement, grassroots participation and community schemes has helped to boost the AOC’s commercial programme throughout the Olympic cycle.