Brand Focus

Baseball

The addition of NHL jersey patch and MLB sleeve patch inventory to the existing NBA jersey patch programme has created a glut of inventory across the major US professional leagues. But, as Matthew Glendinning reports, agencies remain optimistic about demand for the assets.
Football

Unilever-owned deodorant brand Rexona uses its sponsorship deals with Premier League sides Manchester City and Chelsea FC to connect with male audiences and to amplify its grassroots sports initiatives. Ben Cronin speaks to global senior brand development manager Emily White-Heath.
Ice Hockey

Project and work management software company Smartsheet uses sports sponsorship to integrate its services into high-profile sports organisations like McLaren Racing and NHL franchise the Seattle Kraken. Matthew Williams reports.
Tennis

The All England Lawn Tennis and Croquet Club (AELTC) is preparing for a watershed Wimbledon Championships, driven by its new sponsorship agreement with Barclays. Faaez Samadi reports.
Football

Just a few years after it was regarded as one of the hottest sectors in football sponsorship, tyre industry spending has crashed by 69 per cent in the past five years across the four largest European football leagues. Faaez Samadi reports.
Football

What’s important: Awareness, licensing IP, fan-engagement Target sports: Football Dec
Ice Hockey
Sponsorship & Marketing

Delta Air Lines has consolidated its presence in the LA market by extending sponsorship deals with the AEG-owned Crypto.com Arena and the LA Kings. Matthew Glendinning reports.
Football

Going into the summer recess, 18 out of 20 Italian Serie A clubs are thought to not have a front-of-shirt sponsor for the 2023-24 season, despite teams from the league enjoying a revival in Europe. Frank Dunne examines the reasons for their struggles.
Ice Hockey

Anneliese Mesilati, head of brand activation and sponsorship for UBS in the Americas, speaks about the firm's sponsorship of the New York Islanders hockey-specific stadium and the company's deal with the Mercedes F1 team. Ben Cronin reports.
Tennis

Brand exposure is a significant aspect of Chinese domestic appliances company Haier’s sponsorship strategy, but it cannot come at the expense of its premium positioning.
Multiple Sports

MotoGP and the McLaren Formula 1 team are investigating ways to remove fan tokens that continue to circulate on the exchange run by Turkish crypto company Bitci, despite both parties having cancelled sponsorship and licensing deals with the firm.
Football

Chipotle's chief marketing officer Chris Brandt tells SportBusiness Sponsorship about the brand's sponsorship strategy and describes how its recent move into F1 supports its long-term international growth ambitions.
Multiple Sports

Accor’s sponsorship strategy is focused on driving awareness and conversion for Accor Live Limitless (ALL), the brand’s hotel booking and lifestyle loyalty programme.

SportBusiness Sponsorship has canvassed the opinion of experts from sports legal and sports marketing backgrounds to ask what the UK government's gambling white paper will mean for the industry. Matthew Glendinning reports.
Multiple Sports

Frank Nakano, managing director, sport and entertainment, JP Morgan Chase, explains how the brand seeks to ‘alleviate customer pain points’ through its sports sponsorship agreements. Ben Cronin reports.
Multiple Sports

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

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.
Surfing

World Surf League chief executive Erik Logan explains how surfing's inclusion in the Olympics and sponsorship deals with brands like Apple are helping propel the property towards commercial maturity. Frank Dunne reports.