Kevin McCullagh

A good sponsorship creates value for both parties

A new ski series, big US leagues undervaluing digital assets, easy sponsorship sales for Formula E, and more as Sports Sponsorship Insider reports from the Leaders Sport Business Summit at Chelsea FC’s Stamford Bridge.

Values of main shirt sponsorship and kit supply deals for the 98 clubs in the Big Five European football leagues form the backbone of this report. It contains extensive analysis of this income, with charts and text looking at angles such as the biggest-spending industries, the spread of wealth between clubs, and more. Also includes: comprehensive listings of the sponsors for each club, in-depth case studies of sponsorship programmes of 10 clubs, and analysis of league central sponsorship programmes.

Skilled batting, accurate bowling and great sportsmanship are the hallmarks of the KFC Mini-Cricket programme, a sponsorship platform which is now in its fifth year and has set itself apart from other sponsorship platforms because of the seamless alignment between brand and rights-holder.

Consumer goods manufacturer Unilever and Premier League football club Manchester United embarked on a partnership in October 2013 which saw the brand become Manchester United’s Official Personal Care and Laundry Partner across Southeast Asia.

A five-year title sponsorship deal with All Nippon Airways (ANA) has secured the future of the LPGA Major formerly known as the Kraft Nabisco Championship.

The use of real-time marketing and content is “increasingly important to brands and makes the FIFA World Cup even bigger than it was before”.

Italy has more laws on its statute books than any other European country but Italians are famous for considering them to be mere suggestions, polite recommendations, even paternalistic forms of advice, rather than binding rules...

Online betting company Sky Bet focuses its sponsorship budget on football and horse racing, which comprises around 83 per cent of the company's revenue.