Analysis

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).
Motorsport

Williams Racing’s new multi-brand sponsorship agreement with The Hut Group (THG) is understood to be the most lucrative in the team’s current sponsorship portfolio. 
Basketball

Mobile services provider Smart wanted to use its sponsorship of the Fiba Basketball World Cup to create an uplift in brand awareness and association in its home market through digital and out-of-home executions.
Football

Infinite Athlete chief executive Charlie Ebersol says the technology brand has seen an immediate benefit from its front-of-shirt sponsorship deal with Chelsea FC.
Rugby Union

Vodafone has folded additional women’s national team rights into its sponsorship deal with the Irish Rugby Football Union, as the pact continues to help it to build brand affinity and awareness in the highly competitive Irish telecoms sector.
Football

Starling Bank has grown affinity among fans of Southampton FC Women via its 'Coaches of Tomorrow' campaign.
Cricket

James Morrison, head of brand and partnerships for Laithwaites Wine, explains why the wine delivery service returned as a sponsor of the England and Wales Cricket Board.
Football

Federico Palomba, managing director of Juventus FC's APAC office, talks about the club's recent renewal with Chinese mineral water brand Ganten.
Basketball

German car rental company Sixt signed a global sponsorship with the LA Lakers, but a US-only deal with NBA rival, the Chicago Bulls.
Cricket

The recently completed Asia Cup, organised by the Asian Cricket Council (ACC), earned seven figure-sums from both of its top two central sponsorship positions.
Ice Hockey

LA Tourism is leaning into sports sponsorship to attract more overseas visitors and restore visitor numbers to pre-pandemic levels, according to Adam Burke, chief executive of the tourism body.
Golf

SportBusiness Sponsorship examines how the South Australian Tourism Commission leveraged a sponsorship deal with LIV Golf to make South Australia a destination of choice for international and domestic visitors.
Golf

Ryder Cup sponsorship revenue has increased 48 per cent compared with the previous edition in 2021, according to SportBusiness Sponsorship's 2023 Golf Data Snapshot.
Australian Rules Football

Toyota Australia's extension of its long-running naming rights deal with the Australian Football League is the largest sponsorship deal in Australian sport.
Football

Mid-to-lower tier Premier League clubs expect the value of their main shirt partnerships to drop by between 33 and 50 per cent after the ban on front-of-shirt betting deals comes into play, but believe much of the lost revenue will be recouped by a more than doubling of shirt sleeve sponsorship revenue.
Rugby League

SportBusiness Sponsorship explains how Westpac used its position as NRL match ball sponsor to differentiate itself from rival 'Big 4' banks in Australia.
Multiple Sports

Sorare is unlikely to make significant additions to its sports licensing portfolio in the immediate future and will spend the coming months focusing on “growth and marketing”, according to the company’s head of business development, Michael Meltzer.
Cricket

Danielle Lee, director of brand and marketing for Metro Bank, explains why the company is making grassroots women's cricket the focus of its sponsorship deal with the ECB..