Analysis

Vijay Srinivasan, chief executive of American Cricket Enterprises, the promoter of Major League Cricket, says the T20 league is ahead of schedule in its growth journey.

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.

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.

Intel has chosen to focus on its AI capabilities as part of its 'technology leadership' showcase at the Paris 2024 Olympic Games. SportBusiness Sponsorship speaks to Sarah Vickers, head of Intel’s Olympic and Paralympic programme.

The company, which is Europe’s largest ammunition manufacturer, has signed up as a ‘Champion Partner’ of the club.

Buffalo Trace Distillery's extension with the DP World Tour marks the first Official Marketing Partner agreement signed by the tour since it launched the category to mirror the PGA Tour’s own sponsorship portfolio as part of the strategic alliance between the two organisations.

Environmental services provider WM has agreed a league-wide sponsorship deal with Major League Baseball (MLB) after an association with the PGA Tour’s Phoenix Open helped it to triple its sports industry clients in the space of a few years.

Betano is using its front-of-shirt deal with Aston Villa to support its launch in the UK. Matthew Glendinning speaks to Julio Iglesias Hernando, chief commercial officer for the betting firm, and Villa's president of business operations, Chris Heck.

SportBusiness Sponsorship speaks to Sultan bin Abdulaziz Alsheikh, chief commercial officer for Saudi Pro League side Al Hilal, about a strategy to target more international brands and diversify its portfolio away from PIF-owned entities.

The Formula 1 team sponsorship market is more dynamic than ever as brands from the banking, financial services and fast-moving consumer goods sectors are beginning to align themselves with the prestige and glamour of the motorsport.

BKT Tires created the 'BKT Heartbeat Challenge' campaign to drive fan engagement around a ranking of EuroLeague's most vocal supporters.

Google marketing executive Eileen Mannion explains how a Liverpool goal celebration inspired a social media frenzy for the company's Google Pixel mobile phone brand.

The 2024 Motorsport Data Snapshot analyses new sponsorship deals and extensions announced by Formula 1, Formula E and MotoGP.

Hewlett-Packard has taken one of the biggest ticket sponsorship items in Formula 1 off the market in its recent title sponsorship agreement with Scuderia Ferrari.

Sonja Balcer, Skyscanner’s director of affiliate and performance partnerships, explains why the brand chose to open its sports sponsorship account with golf's Solheim Cup.

Darren Guccione, chief executive, of cyber security firm Keeper Security, explains the decision to sponsor the Williams Racing F1 team.

OKX launched limited-edition Manchester City shirts as digital collectibles and created an episodic content campaign featuring the club's players to grow understanding of its offering.

Formula E CEO Jeff Dodds says the electric series has offset the loss of sponsors like Heineken, Hugo Boss and Tag Heuer at the end of last season with new sponsorship and supplier deals with Infosys, PIF and Bridgestone.