Brand Focus

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

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.
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.
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.
Rugby Union

SportBusiness Sponsorship speaks to Guinness global brand director Stephen O’Kelly about the recent extension and expansion of its relationships with the men's and women's Six Nations tournaments.
Horse Racing

The Jockey Club is in the market for a title sponsor for next year’s Cheltenham Festival as it embarks on a strategy to combine its sponsorship assets into a more ‘holistic’ offering for brands.   
Motorsport

MoneyGram says its title sponsorship agreement with the Haas Formula 1 team allows it to tell a story about its digital payment capabilities and reach consumers in markets where it derives 70 per cent of its revenues.
Multi-sport

IOC commercial chief Anne-Sophie Voumard believes the inclusion of AB InBev's non-alcoholic beer brand Corona Cero into its sponsorship portfolio highlights its ability to respond to evolving industries.
Motorsport

SportBusiness Sponsorship talks to Jeff Mahony, chief executive of NEFT Vodka, about the brand's recent sponsorship agreement with the newly-named Visa Cash App RB F1 team.
Multiple Sports

Puma’s recent acquisition of several ball supplier agreements in football are part of the brand’s attempt to increase its market share in the sport through a coordinated strategy, according to global marketing chief Johan Adamsson.
Golf

KPMG has focused on women's golf to target the growing number of women in C-suite roles at major companies.
Football

Wow Hydrate aims to use its sponsorship agreement with Manchester United to ‘elevate recognition’ among consumers and distributors and support its push into Mena and Europe, says managing director Queenie Porter.
Multi-sport

Andrea Fairchild, senior vice president of global sponsorship strategy at Visa, says the Olympics are unrivalled in their ability to hit all of the brand’s sponsorship objectives.
Tennis

The Association of Tennis Professionals (ATP) enjoyed its most commercially successful Nitto ATP Finals yet, having exceeded €20m in sponsorship revenue for the first time.
Football

Peloton’s Amanda Gilmore discusses how deals with Liverpool, the NBA and WNBA have supported the company’s brand refresh and increased its ability to connect with new customers.
Football

US-based water technology company Xylem is shaking up and reframing its sponsorship of City Football Group clubs under new head of brand and partnerships Fiona Cole.