Sponsorship & Marketing

Features

With top sponsors jumping ship, Football Federation Australia’s new CEO James Johnson faces a tough start to his new role. But there is confidence he has the know-how to turn things around. John Duerden reports.

With golf participation rates falling, M. James Ward looks at how the merchandise and equipment business is working to attract new audiences.

What you need to know to survive the next decade

Signing Japanese international Takumi Minamino will be a boon for Liverpool's commercial activity in Asia, but the club's strategy to become number one in the region goes beyond a single signing. John Duerden reports.

Regulation has limited the extent to which China’s sporting stars can capitalise on their sporting prowess via commercial deals. But recent rule changes by the General Administration of Sports offers new possibilities. Chen Yaolin investigates.

Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in opting to switch kit supplier rights from New Balance to Nike.

Ajax's global popularity outstrips all of its domestic rivals, allowing the club to position itself as a brand platform for the Netherlands and beyond. Its chief commercial officer, Menno Geelen, tells Adam Nelson about the effects of Ajax's surprising run to the Champions League semi-finals, and how a creative commercial department has helped the club compete at the highest level.

Fifa's former director of marketing and current FIH chief executive Thierry Weil looks back on a year in which the hockey federation launched its own OTT platform and outlines his plans to monetise the new service. Ben Cronin reports.

Four Inside Track contributors from around the world reflect on what they saw as the key industry developments of 2019 .

In just a short amount of time, the Wizards have put themselves in prime position to become the NBA's most-popular team in Japan following the arrival of Rui Hachimura. Bob Williams discovers how they have done it.

Opticians brand Specsavers used its title sponsorship of this summer’s Ashes series to focus on the resonances between its products and Test cricket, while a quick response to a Ben Stokes tweet showed the value in reactive marketing. Adam Nelson reports.

China’s General Administration of Sport has announced a new collective brand for all of China’s Olympic and Paralympic sports teams: "Team China". Zhang Dan investigates the new marketing initiative.

The organisers of the Beijing 2022 Winter Olympics have adopted a less-is-more approach to their domestic sponsorship programme. Zhang Dan reports on their progress in becoming the first city to host both the summer and winter Games.

The legends of Li Na, Kim Yuna and Lee Chong Wei have all retired and their absences leave gaping holes in their sports back home, one that sponsors and associations are keen to fill as quickly as possible. 

Visa’s head of marketing for Europe, Adrian Farina, has credited Uefa’s decision to unbundle the sponsorship rights for its men’s and women’s tournaments, saying that it provided the ‘trigger’ for the bra…

In the second of a trilogy of interviews with the Tokyo 2020 Organising Committee, SportBusiness spoke to Masahiko Sakamaki, the executive director of the committee’s marketing bureau.

British Gymnastics chief executive Jane Allen, British Swimming chief executive Jack Buckner and UK Athletics chairman Chris Clark discuss their organisations' plans for the final run-in ahead of Tokyo 2020 and explain how to ensure a strong commercial return from the Olympic Games.

After the Morey tweets, sentiment in the Chinese basketball sponsorship marketplace has swung the CBA’s way, making it easier for its leadership to focus on raising the quality of its core product: the league. Chen Yaolin finds out more.

SportBusiness Soccer has gone live with leading clubs from Europe’s major leagues already signed-up as clients.