Analysis

Football

AXA acquired the naming rights to Liverpool Women’s new Melwood Training Centre to support a global campaign targeting female consumers, according to Virginie Berçot, global brand director for the French multinational insurance firm.
Esports

In January 2022, Southeast Asian esports organisation ONE Esports and smartphone manufacturer Samsung entered a long-term agreement with the intention of launching an esports app, exclusive to Samsung…
Football

Andrea Morando, global head of partnerships at Socios, explains the company's latest partnership with Tottenham Hotspur and how it represents a new stage in the development of its fan engagement tools.
Football

Chelsea Women's new commercial director Zarah Al-Kudcy describes the sponsorship proposition for the reigning WSL champions and the differences from her previous role as head of commercial partnerships at Formula 1.
Football

Budweiser created a buzz around last winter’s World Cup in Qatar, despite the unexpected ban on in-stadium alcohol sales.
Motorsport

Red Bull Racing’s sponsorship agreement with Oracle continues to be the most lucrative team title sponsorship agreement in Formula 1, according to analysis by SportBusiness Sponsorship.
Football

Korean forward Lee Kang-in will be at the heart of Korean bakery chain Paris Baguette's global deal with Paris Saint-Germain.
Football

German football club St. Pauli has welcomed Puma back as its kit supplier after deciding to no longer manufacture its own jerseys.
Football

Allianz appears poised to take on the naming rights to the London Stadium, home ground of West Ham United and former main stadium of the London 2012 Olympics. SportBusiness Sponsorship asks four sponsorship professionals why the asset has taken so long to sell.
Motorsport

Formula 1 will generate $445m in central sponsorship income this year, according to SportBusiness Sponsorship's 2023 Motorsport Data Snapshot. The data report also looks at the commercial landscape in MotoGP and Formula E.
Football

The Sponsorship Works: 2023 Football Activations Casebook is out now
Football

EA Sports created the FC Futures project to invest meaningfully in community-level football and has committed $10m to multiple grassroots football projects under the scheme.
Football

Chelsea’s search for a main shirt sponsor over the summer resulted in a one-year deal with Infinite Athlete. Now, the club is back in the market to cover next season.
Football

Liverpool FC commercial director Ben Latty describes how the club will work with new sponsor, global shipping and logistics specialist UPS, to enhance its retail and e-commerce operations.
Multi-sport

Crystal Tsang of Etihad Airways explains how the brand's sponsorship strategy is based on helping it grow in key destinations to which it flies.
Football

Arsenal’s chief commercial officer Juliet Slot says she is putting brand development and the acquisition of first-party fan data at the heart of efforts to double the club’s secondary sponsor income in the next three years.
Football

Small business accounting software firm Xero improved brand perception in the UK with its ‘Dream Bigger’ 2023 Women’s World Cup campaign.
Basketball

The sale of the Washington Wizards’ jersey patch to online brokerage platform Robinhood was heavily influenced by the regional sports network broadcast integrations guaranteed by the NBA franchise’s ownership group, Monumental Sports & Entertainment (MSE).