Brand Focus

Football

The rivalry between Adidas and Nike has become part of the World Cup spectacle. Adidas has used the tournament to prove its dominance in the football category, but Nike has, at times, pushed its rival to the limit – as revealed by their respective financial reports since the opening clash at the 1978 World Cup in France.
Football

Fifa will almost certainly secure a big uplift in sponsorship income for the 2023-2026 cycle, culminating in the 2026 World Cup in the US, Mexico and Canada. However, it will struggle to achieve the kind of increase which Fifa president Gianni Infantino has mandated from his commercial team.
Football

When Fifa organised the first World Cup in Uruguay in 1930, the event and the objectives of the federation were very different to the ones we recognise today
Football

Association with Qatar being toned down or excluded completely in some activations Coca-Cola, Adidas, McDonald’s, Budweiser take stance on worker rights; others remain silent
Multiple Sports

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.
Football
Sponsorship & Marketing

Large array of sponsorship assets initially discussed Club turned down bigger offers than Spotify Brand made concessions to win members’ approval B

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.
Football
Sponsorship & Marketing

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
Motorsport

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
Golf

The R&A aims to diversify its sponsorship revenue streams Six official patrons from The Open were integrated into its 2022 Women's Open portfolio
Football

Elite players increasingly refusing to engage with brands they don’t approve of Sponsor contracts with leagues and federations do not guarantee access to named individuals
Multiple Sports

Three deals have expanded firm’s regional footprint and improved tech and sales capabilities
Multiple Sports

The sports sponsorship sector is facing a squeeze from multiple angles with doubts emerging about the long-term viability of the crypto sector, betting marketing spend threatened by government legislation and a cost-of-living crisis thrown into the mix. We asked five agencies about the future direction of the sector.
Golf

Breakaway tour entertained brand prospects at its events this summer Sponsorship portfolio split into three tiers Packages priced down in year one while event builds audiences
Multiple Sports

Aim Sport and Supponor in bitter legal dispute with millions at stake Switch to software-based service should remove gremlins plaguing digital replacement technology
Multi-sport

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.

Football

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.

Rugby

Rolex-owned luxury watch brand Tudor has added sponsorship of World Rugby to its deals with the New Zealand All Blacks and high-profile sporting and celebrity ambassadors to build a brand identity distinct from its parent company.