Brand Focus

Football

Betano believes its decision to operate exclusively in regulated betting markets and willingness to “open its books” to potential partners has been key to securing high-profile deals with Fifa, Uefa and Conmebol.
Multi-sport

Intel has chosen to focus on its AI capabilities as part of its 'technology leadership' showcase at the Paris 2024 Olympic Games. SportBusiness Sponsorship speaks to Sarah Vickers, head of Intel’s Olympic and Paralympic programme.
Baseball

Environmental services provider WM has agreed a league-wide sponsorship deal with Major League Baseball (MLB) after an association with the PGA Tour’s Phoenix Open helped it to triple its sports industry clients in the space of a few years.
Football

SportBusiness Sponsorship speaks to PepsiCo marketing executives Adam Warner, Ciara Dilley and Mark Kirkham about the company's sponsorship deals with the Uefa Champions League, EA Sports FC and Wrexham AFC.
Golf

Sonja Balcer, Skyscanner’s director of affiliate and performance partnerships, explains why the brand chose to open its sports sponsorship account with golf's Solheim Cup.
Motorsport

Darren Guccione, chief executive, of cyber security firm Keeper Security, explains the decision to sponsor the Williams Racing F1 team.
Football
Licensing & Merchandising

Animoca Brands-owned digital collectibles company Quidd is back in football after a more than three-year hiatus in which it has learnt to go ‘back to basics’ in the football-related licensing space.
Motorsport

Buy-now-pay-later application Zip marked its first foray into sports sponsorship when it became title sponsor of this June’s Nascar Xfinity Series race at Sonoma Raceway. US marketing chief Jinal Shah says the company is just getting started
Motorsport

Melissa Noakes, head of sponsorship and events for Santander UK, explains how the banking brand leverages global sponsorship assets at a national level and why the brand ceased its sponsorship activities in football.
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.
Football
Sponsorship & Marketing

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.