Brand Focus

What’s important: Brand building and creating strong ties with passionate communities. Target sports: Football, MMA, jiu-jitsu, stock car racing.

SportBusiness Sponsorship talks to Corey Plummer, chairman and chief executive of Olympic Entertainment Group and OlyBet, about the company's sponsorship deals with the NBA, NHL and DP World Tour.

What’s important: Building deep relationships with consumers through sport.

Gareth Griffiths, director, partnerships and sponsorship at Virgin Media O2, talks to SportBusiness Sponsorship about the refocusing of the telco’s sponsorship portfolio following O2’s merger with Virgin Media.

High exposure and brand visibility are critical to any sports sponsorship deal agreed by Continental Tyres. Faaez Samadi speaks to Peter Robb, the company's marketing director for the UK and Ireland, about the firm's sponsorship strategy.

What’s important: Connecting with the grassroots and elite swimmers.

SportBusiness Sponsorship speaks to Pete Giorgio, global and US sports practice leader, Deloitte, to understand the firm’s growing sponsorship presence and its deal with the WNBA in particular

Last December French technology consulting and IT services company Atos agreed a deal to become the Official Technology Partner of Uefa national team football in an eight-year deal running from 2023 to…

Haider Rafique, global chief marketing officer for cryptocurrency exchange OKX, explains why he remains bullish about crypto sport sponsorships following the FTX scandal, and why the firm is keen to build its sponsorship portfolio

This season, Danish beer brand Carlsberg celebrates its thirtieth anniversary as a sponsor of Premier League giant Liverpool FC, the longest-running sponsorship deal in the English top flight

Lars Lamadé, head of global sponsorships, SAP, describes how the company use its esports sponsorships to recruit new staff and explains how the firm’s sponsorship of the New Zealand All Blacks plugged a gap in its portfolio

The Whoop brand is “all about being aspirational,” which is why its endorsers “tend to be the best in the world,” says Whoop founder and chief executive Phil Ahmed

Sage has significantly expanded its presence in sport via deals with the ECB Hundred, Major League Baseball and Six Nations Rugby this year. Matthew Williams speaks to Craig Inglis, executive vice-president, global brand and integrated marketing, and global sponsorship director Sally Moore about the company's strategy.

SportBusiness Sponsorship speaks to Kukri Sports group executive chairman, Andy Ronnie to hear about how the company leverages kit supply agreements to enhance its credibility in the teamwear market.

Mark Versteegen, head of corporate sponsorships at Dutch telecoms company KPN, explains why the company decided to stop sponsoring speed skating and focus on football, and how it is incentivising amateur clubs to sell its fibre broadband

Bill Shelton, chief marketing officer for Group 1001, parent company to insurance brand Gainbridge, explains how the company leverages multiple sports properties to connect with clients

Chinese telco China Unicom has become a domestic partner of the Beijing 2022 Winter Olympic Games to showcase its smart technology and raise its brand profile versus rivals China Mobile and China Telecom.

UK insurance brand Aviva has shifted its strategy from brand awareness to fan engagement in its renewal as naming rights partner of the Aviva Stadium in Dublin.