Analysis

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..
Basketball

Tyre manufacturer BKT was able to acquire the title rights to the EuroCup, Europe’s second-tier basketball competition, as part of its recent extension as a Premium Partner of the top-tier EuroLeague tournament.
Football

The Premier League’s huge worldwide appeal is a key aspect of both Dubai-based online trading provider CFI Financial Group’s front-of-shirt agreement with newly-promoted Sheffield United and the club’s sleeve deal with UK home appliances manufacturer Gtech.
Football

Luton Town CEO Gary Sweet believes the club's decision to forgo sponsors from the gambling industry is costing it between £2m and £3m this season in lost income, but he says it has no intention to reverse the stance.
Football

Everton secured the most lucrative sleeve sponsorship agreement in its history when it sealed a deal with controversial streaming platform Kick in early August.
Football

SportBusiness Sponsorship examines how Unilever supported its alignment with this year’s Fifa Women’s World Cup with several grassroots initiatives.
Motorsport

SportBusiness Sponsorship talks to DP World and its agency of record 160over90 about the brand's sponsorship strategy and how it is leveraging a deal with McLaren F1 to support its B2B objectives.
Football

Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?
Rugby Union

Jaguar Land Rover is making its Defender brand the centrepiece of its Rugby World Cup sponsorship deal, according to director of global brand partnerships Laura Wood.
Rugby Union

Investec’s decision to take the title sponsorship rights to European Professional Club Rugby's Champions Cup has helped the competition to emerge from a challenging period commercially.
Rugby Union

SportBusiness Sponsorship speaks to Gareth Griffiths, director of partnerships and sponsorship at Virgin Media O2, about how the brand is activating its England Rugby sponsorship deal at the Rugby World Cup.
Football

Nottingham Forest’s two-year deal with Asian betting brand Kaiyun was agreed after the club contacted two other Premier League teams with links to the brand for due diligence.
Golf

Citi aims to make gains from Ryder Cups in Italy and the US with the 2025 event in New York targeted for its fullest activation.