Analysis

Running

Michelle Taylor, head of sports sponsorship at Tata Consultancy Services, explains why the firm has focused its sponsorship spending in marathon running and the Jaguar Racing Formula E team.
Athletics

The head of UK Athletics believes a new joint venture with London Marathon Events and the Great Run Company will allow it to create compelling new cross-property sponsorship opportunities and introduce a new spirit of ‘entrepreneurialism’ to the national governing body.
Multiple Sports

Sport in Australia and New Zealand remains overwhelmingly reliant on international sponsors according to SportBusiness Sponsorship’s latest Australia and New Zealand Data Snapshot.
Motorsport

Red Bull Racing’s recent expansion of its agreement with premium sportswear brand Castore represents a ‘seismic moment’ for the team, according to commercial director Nick Stocker.
American Football

Rocket Mortgage has created the 'Dreammate' campaign to amplify its role at the 'NFL Draft Experience, the NFL-operated fan festival, which this year takes place close to the company’s headquarters in Detroit.
Football

McDonald’s is likely to promote its new McDo+ app and delivery service when it replaces Uber Eats as Ligue 1's title sponsor in 2024-25.
Football

The sale of title sponsorship rights to A-League Women, Australia’s professional women’s football league, was deferred to October last year to determine the value of staging Fifa’s showcase tournament in the country.
Cricket

Indian skincare brand FixDerma is looking to significantly increase brand awareness and support a push into physical retail sales via its new sleeve sponsorship agreement with Indian Premier League franchise, Delhi Capitals. 
Football

Sponsorship rights fees in women's football are rising on a growing set of commercial objectives from brands.
Horse Racing

Jonathan Gregory, the commercial director for the Goodwood Group, describes how its portfolio of horse racing and motorsport events appeal to luxury brands and how it is benefiting from the growth in popularity of F1
Football

The popularity of the main Juventus FC account on TikTok prompted the short-form video platform to strike a standalone sponsorship deal with the club’s Serie A Femminile team, Juventus Women.
Football

Danish sports brand Hummel aims to break into the US football market by using strategies that it has already deployed in Europe, Hummel chief executive Allan Vad Nielsen has told SportBusiness Sponsorship.
Football

Uefa is targeting €750m per season in sponsorship and licensing income from its three men’s club competitions from 2024-25 to 2026-27 in what would be a 39.2-per-cent-increase on the average of €538.7m per season generated in the current cycle.
Cricket

Delhi-based consumer electronics brand Ubon [pronounced You-bon], decided to sponsor Indian Premier League side Rajasthan Royals despite defining itself as a ‘pull brand’ that doesn’t typically invest a lot in marketing.
Football

Sky Ireland decided to take out Primary Partner rights to the Irish men's national football team after reaping the benefits of an alignment with the women's national team.
Cricket

Indian Premier League franchise Punjab Kings is banking on closing several sponsorship deals before the start of the 2024 season to achieve an almost 20-per-cent year-on-year uplift in commercial revenues.
Football

Consumers see Just Eat Takeaway.com as “significantly more prestigious, culturally relevant and exciting” as a result of its sponsorship deals with the Uefa Champions League, Europa League and Conference League, according to Marijn Luchtman, global head of sponsorships for the brand.
Tennis

The Dubai-based airline will begin its agreement with the All England Lawn Tennis & Croquet Club (AELTC) from this year’s tournament, which takes place entirely in July.