Interview

Multiple Sports

Rob McQueen, Cisco’s vice president, global sponsorship, explains why the company prefers tailored sponsorship packages that demonstrate the full scope of its capabilities and seeks product advocacy from its sports partners.
Multiple Sports

Nick Kelly, vice president sponsorship and partnerships at Verizon, explains how the company uses its sponsorship portfolio to reward customers and showcase its connectivity services.
Basketball

Public charter jet service JSX aims to grow its brand across the US as a founding partner of College Basketball Crown, a new postseason tournament, organised by AEG and Fox Sports.
Multiple Sports

Optimum Nutrition believes the recent opening of a new performance hub for the McLaren Formula 1 team will broaden its consumer base and reach.
Football

SportBusiness Sponsorship speaks to Sarah Dale, global head of partnerships for crypto exchange Binance, on why football and F1 are top of her priority list.
Football

Russell Jones, general manager of marketing and commercial growth for Wolves talks about the team's new kit deal with the club-affiliated Sudu brand and how links to the music industry led to the recent sleeve deal with JD Sports.
Rugby Union

Ben Calveley, British & Irish Lions chief executive, says the decision to pool some sponsorship assets with Rugby Australia for the team's upcoming tour to the country is driving value for sponsors.
Football

Bank of America chose to acquire global rather than regional sponsorship rights for the North America-hosted 2026 World Cup because it wanted to demonstrate it is an “international firm with international clients," according to CMO David Tyrie.
College Sport

The Elevate sports agency has released estimated jersey patch valuations for college football and basketball ahead of an expected 2025-26 season implementation. Shawn Medow speaks to executives from the agency to understand the size of the opportunity.
American Football

The health sector has become a leading source of sponsorship deals in the US but has yet to take off in Europe.
Cricket

Vijay Srinivasan, chief executive of American Cricket Enterprises, the promoter of Major League Cricket, says the T20 league is ahead of schedule in its growth journey.
Football

SportBusiness Sponsorship speaks to Sultan bin Abdulaziz Alsheikh, chief commercial officer for Saudi Pro League side Al Hilal, about a strategy to target more international brands and diversify its portfolio away from PIF-owned entities.
Football

Google marketing executive Eileen Mannion explains how a Liverpool goal celebration inspired a social media frenzy for the company's Google Pixel mobile phone brand.
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.
Motorsport

Formula E CEO Jeff Dodds says the electric series has offset the loss of sponsors like Heineken, Hugo Boss and Tag Heuer at the end of last season with new sponsorship and supplier deals with Infosys, PIF and Bridgestone.
Football

Red Bull-owned football clubs are seeking opportunities to create joint sponsorship deals, according to RB Leipzig chief business officer Johann Plenge.
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.