(Jonathan Moscrop/Getty Images)

Rheinmetall aiming for acceptance with controversial Dortmund deal

The company, which is Europe’s largest ammunition manufacturer, has signed up as a ‘Champion Partner’ of the club.
(Photo by Justin Setterfield/Getty Images)

PepsiCo’s purpose-led initiatives drive brand affinity and ‘long-term value’

SportBusiness Sponsorship speaks to PepsiCo marketing executives Adam Warner, Ciara Dilley and Mark Kirkham about the company’s sponsorship deals with the Uefa Champions League, EA Sports FC and Wrexham AFC.
(Photo by Claus Andersen/Getty Images)

‘Homegrounds’ – OLG and the 2024 NHL All-Star Fan Fair

Ontario Lottery and Gaming (OLG) launched an activation at the 2024 NHL All-Star Fan Fair to deliver key messages about its lottery-based games and their contribution to community programmes.