Sponsorship

Latest Features

Coca-Cola GB’s three-and-a-half-year deal with the Premier League is the largest sponsorship deal the UK branch of the company has ever signed and the first it will activate across its entire portfolio. Ben Cronin examines why the brand is partnering with the league and what it means for the Premier League’s multi-sponsor approach.

Fintech firm based in Wisconsin, but the ‘backbone’ of financial transactions around world Fiserv will streamline payment provision in arena and use it as a ‘test lab’ for new ways to transact Rumou

ESP Properties was launched in June 2015 as WPP’s attempt to create a sports marketing major to challenge the likes of IMG. Last year, its UK team was absorbed by its Two Circles division. In July 2018, its US operations were sold off. GroupM, the WPP subsidiary which created ESP, doesn’t see this as a failure or retrenchment. Some rivals and independent sponsorship experts have a different view.

The Philadelphia Eagles’ Ari Roitman explains the long-term thinking behind his stability-first commercial strategy, and discusses how the team still managed to take maximum advantage of their unexpected Super Bowl victory.

The victory of the French men’s national team in the Fifa World Cup has triggered performance bonuses in three of its sponsorship deals and opened up new product licensing and regional sponsorship opportunities. Ben Cronin speaks to FFF marketing director François Vasseur about the commercial impact of the win.

The Baltimore Ravens have announced a multi-year marketing deal with Horseshoe Casino, which will allow the gaming company to use the team's logo in promotions and increase its presence at M&T Bank Stadium

Major League Soccer is poised to follow in the footsteps of the English Premier League by introducing shirt-sleeve sponsors next season, according to a report in The Athletic

Features

Tim Crow reflects on the use of VAR in Russia 2018 and why sponsors will be considering it in future tournaments.

Football isn’t coming home. Not this time anyway.

Only time will tell if the unconfirmed reports of a sponsorship deal between Coca-Cola and the Premier League are premature.

Over 12 years as head of global sponsorship at HSBC, Giles Morgan became a power-broker of the sponsorship world. He talks to Kevin Roberts about what he learned and how the sponsorship ecosystem is changing.

Greg Pitcher looks at the implications of a deal that will make the T-Mobile Arena in Las Vegas the official home of UFC.