Red Bull gives Torino wings with creative activation plan
SportBusiness Sponsorship speaks to Lorenzo Barale, commercial director for Torino FC, about the club's recent sponsorship deal with Red Bull, one of several agreements in football recently signed by the brand.
Wolves prove entrepreneurial spirit with Sudu kit deal
Russell Jones, general manager of marketing and commercial growth for Wolves talks about the team's new kit deal with the club-affiliated Sudu brand and how links to the music industry led to the recent sleeve deal with JD Sports.
New WSL era off to strong start with Barclays renewal
SportBusiness Sponsorship looks at the sponsorship landscape in the Women's Super League at both a league and club level.
Betsson supports Italy launch and Latam operation through Inter deal
Ronni Hartvig, CMO for Swedish gambling firm Betsson, describes the rationale for the company's recent sponsorship deals with Inter Milan, Boca Juniors and Premier Padel.
Western Union targets Mexican expat remittance market with FMF deal
Lala Steele, head of North America retail marketing for money transfer brand Western Union, explains the rationale for the company’s recent sponsorship deal with the Mexican Football Federation.
Billie Jean King instrumental in BJK Cup Elf Beauty deal
The relationship between former world no 1 tennis player and social activist Billie Jean King and US cosmetics brand Elf Beauty proved instrumental in the brand’s decision to sponsor the Billie Jean King Cup women’s international team tennis tournament.
Decathlon keen to capture more ball rights after Europa League deal
Decathlon has announced ambitions to sign ball supply agreements in South American football after becoming the official match ball supplier for the Uefa Europa League and Uefa Conference League.
Three refocuses Chelsea deal with women’s team training kit rights
Mobile network Three has refocused its relationship with Chelsea FC so that it now places even more of an emphasis on the club’s women’s team. The deal is the largest women-specific sponsorship agreement the club has agreed to date.
Lucozade amplifies English FA deal with ‘generational talent’ Bellingham
Matt Riches, head of sports marketing for Suntory Beverage and Food, Great Britain and Ireland, explains the sponsorship strategy for the company's Lucozade brands and their recent endorsement deal with England midfielder Jude Bellingham.
Chinese brands double down on family-friendly Uefa national team events
Chinese brands currently account for around 25 to 27 per cent of the sponsorship revenue so far committed to Uefa’s men’s national team football sponsorship programme over the eight years from 2022 to 2030.