Brand Focus

Ice Hockey
Sponsorship & Marketing

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.
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.
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..
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.
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
Licensing & Merchandising

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.
Multiple Sports

Crypto.com’s sponsorship of last year’s Fifa men’s World Cup generated a spike in visits to its website and communicated ‘staying power and solidity’, according to CMO Steven Kalifowitz.
Multiple Sports

Rollo Goldstaub, UK head of sport and gaming at TikTok, says the short-form video platform is pivoting to more of a content partnership strategy in sport.
Motorsport

Former NBA vice president of marketing partnerships Daniel Rossomondo speaks to SportBusiness Sponsorship about his ambitions for MotoGP since joining the motorcycling series as chief commercial officer.
Multiple Sports

Swiss-based cruise line MSC Cruises has significantly increased its sports sponsorship activity since the turn of the year. Matthew Williams talks to head of sponsorship, Alberto Revelli.
Esports

EE sponsors Wembley Stadium because it “big, bold and iconic” and allows the brand to “bring the network to life”. Ben Cronin speaks to the company's head of sponsorship, Matt Stevenson.
Tennis

Kevin Farrar said the sponsorship's longevity represents its success and showcasing technology is at its heart.
Esports

EA Sports’ decision not to renew its licensing agreement with world football’s governing body Fifa, has freed it up to commercialise its EA Sports FC football simulator game and enabled Pepsi to supplant its long-term rival Coke as the dominant brand on the platform.

As a B2B company, sponsorship allows Capgemini to showcase its wide-ranging capabilities to clients in exciting and emotive ways. Faaez Samadi speaks to the company's sponsorship director Thomas Hirsch.
Multiple Sports

Sports bodies are now required to work out exactly where they stand on a whole range of complex issues, from gambling addiction to human rights but the climate crisis has stormed to the front of the queue. Frank Dunne examines what they can do to respond to rising levels of climate activism.

Consumer electronics company Hisense believes there is a direct correlation between sales of its televisions and appliances and its aggressive global sports sponsorship strategy. Matthew Glendinning speaks to Catherine Fang, executive vice president of Hisense International.