Branding

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New Zealand Rugby chief executive Steve Tew has overseen a turnaround from NZ$15m losses to NZ$33m profit in ten years

Wimbledon’s long-term commercial strategy is driven by an increased focus on projecting itself as a global brand and protecting its standing as a premium sports property. In part two of a series on the tournament, Ben Cronin asks Mick Desmond, head of commercial and media for the All England Club and James Ralley, head of commercial and marketing, why the grand slam deliberately limits the number of its sponsors

It’s like trying to drink out of a fire hose,” says Jeff Berding, FC Cincinnati president and general manager, of his quest to transform the club into a Major League Soccer franchise for the 2019 season. 

The ATP has unveiled a new brand identity and plans for a global marketing campaign to change the way it is promoted around the world

Barcelona president Josep Maria Bartomeu has dropped plans to change the club's badge amid huge fan unrest