Interview
ICC set to unbundle women’s sponsorship rights in next commercial cycle
Decision part of new framework for next rights cycle
ICC focused on greater value from premium events
2022 Women’s World Cup the most viewed women’s cricket competition in history
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IBM launches new digital fan engagement features for Wimbledon
Technology company IBM and the All England Lawn Tennis Club (AELTC) have launched two new digital features designed to enhance the fan experience at this year’s Wimbledon tennis grand slam.
“If it doesn’t work for them, Nike’s not doing it, right?”
David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.
Silverstone partnerships: Interview with Chris Zachar, head of partnerships, Silverstone Circuits
Silverstone’s status as the host venue of Formula One’s British Grand Prix may be in doubt after next year’s race, but the British Racing Drivers’ Club-owned and operated circuit has ambitious plans t…
Budweiser’s World Cup spend to drive sales and share of voice
AB InBev’s activation spend on its official beer sponsorship of the upcoming Fifa World Cup in Russia will be the beer group’s biggest yet – commensurate with the importance of the event as a showcase of the Budweiser brand.
Chinese brands and the World Cup: Interview with Paul Fox, chief executive, Letou
Paul Fox is chief executive of the Asian-facing betting company Letou
HSBC and Rugby Sevens: Interview with Leanne Cutts, HSBC group general manager and group head of marketing
With the Hong Kong Rugby Sevens reaching its conclusion this weekend, Sports Sponsorship Insider spoke to HSBC's marketing chief about the event, the HSBC Sevens World Series and the bank’s wider p…
Heineken and Formula One: Interview with Hans Erik Tuijt, director global sponsorships at Heineken International
Sports Sponsorship Insider spoke with Hans Erik Tuijt about Heineken’s learnings, thoughts on the changes to Formula One made under new owners Liberty Media, and goals for next season and beyond.
European women’s football: Interview with Peter Willems, head of marketing activities and sponsorship at Uefa
Following the third Leaders Generation XX Series Think Tank on ‘Changing the Game in Women’s Sport’ in London yesterday, Uefa’s marketing chief Peter Willems responded to key question put by Sports Sponsor…
The esports revolution: Interview with André Fläckel, esports director, Lagardère Sports
André Fläckel, esports director, Lagardère Sports Germany, believes that brands and agencies need to prepare for the next stage in the commercial development of esports.
Santander Germany: At home with Mönchengladbach partnership
Santander Consumer Bank, the German subsidiary of Spanish banking group Banco Santander, has renewed its second-tier partnership with Bundesliga club Borussia Mönchengladbach to communicate values of …
Women’s football: Q&A with the FA’s Mark Bullingham and Katie Brazier
At the start of the Women's Euro 2017 finals, Sports Sponsorship Insider spoke to Mark Bullingham, the Football Association’s group commercial and marketing director, and Katie Brazier, the FA’s head of women's leagues and competitions, about the commercial opportunities in the women’s game.
Deutsche Telekom: Emphasis on brand image and showcasing services
German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales
Volvo: Sailing and golf unite car and truck brands
Volvo Car Group and Volvo Group work together in a joint venture on the Volvo Ocean Race but operate separate sponsorship platforms with some other sporting properties
Vodafone: National subsidiaries leverage power of global brand
Telecommunications company Vodafone hands responsibility to its national and regional marketers to identify which sports properties best fit the brand's ambitions in the territories in which it operates
Q & A with Ludivine Roosebeke, head of sponsors, Paris 2024 Bid
Last month, Sports Sponsorship Insider compared sponsorship activity between the Paris 2024 bid and the French National Olympic and Sports Committee (CNOSF). Below is the full interview with Ludivine Roosebeke, head of sponsors, Paris 2024 Olympic and Paralympic Bid Committee.
Pirelli: Prestige property focus for premium tyre brand
Italian tyre brand Pirelli has built a sponsorship portfolio across prestige sports properties in motor racing, football and winter sports to drive consideration and preference of its top-of-the-range segments, prestige and premium tyres.
Carabao: High-profile strategy for “broad customer base”
Energy drink Carabao is targeting high-profile, high-exposure deals in football to support its 10 per cent market share target in the UK and kick off international expansion plans.