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Latest Analysis
Virtual Mascot Programme – Kumho Tyre & Tottenham Hotspur
With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.
Oppo focused on India-hosted events in new ICC cycle
The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent
ISG starts F1 global betting sponsorship sales with 188Bet deal in Asia
Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…
Talkin’ Hockey – Dunkin’ Donuts & the NHL
In January 2020, Dunkin’ Donuts launched a player-fronted campaign around the NHL Winter Classic to promote its Cold Brew Coffee.
Battles from the Bench – SAP & the NHL
At the 2019 NHL All-Star Game Fan Fair, SAP used an immersive VR experience to give ice hockey fans the experience of coaching in the NHL.
Second-tier Swiss League hands commercial role to agency
Swiss League SA, the new limited company that represents the rights to Swiss ice hockey’s revamped second tier, is to work with Tit-Pit, the Swiss sports events and sponsorship agency, on the commercialisation o…
Starbucks, Kraken secure wide-ranging agreement
Seattle, Washington-based global coffee chain Starbucks has secured a multiyear partnership with National Hockey League expansion team Seattle Kraken, which is focused on the franchise's Kraken Community…
Bettman: NHL boosted by positive reaction to helmet ads
Commissioner says lack of fan pushback fuels decision to maintain inventory
NHL helmet sponsorships now permanent after one-year trial
The National Hockey League has made helmet sponsorships a permanent commercial fixture after introducing the move as a trial during the 2020-21 season to help teams recoup lost revenues during the Covid-19…
Virtual Mascot Programme – Kumho Tyre & Tottenham Hotspur
With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.
Oppo focused on India-hosted events in new ICC cycle
The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent
ISG starts F1 global betting sponsorship sales with 188Bet deal in Asia
Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…
Sponsorship to drive IOC revenue growth in 2017 to 2020 cycle
Sponsorship will represent a far greater proportion of the International Olympic Committee’s income in the four-year cycle from 2017 to 2020 because of “significant increases” at TOP partner level, Chris…