Interview

US-based water technology company Xylem is shaking up and reframing its sponsorship of City Football Group clubs under new head of brand and partnerships Fiona Cole.

AXA acquired the naming rights to Liverpool Women’s new Melwood Training Centre to support a global campaign targeting female consumers, according to Virginie Berçot, global brand director for the French multinational insurance firm.

Chelsea Women's new commercial director Zarah Al-Kudcy describes the sponsorship proposition for the reigning WSL champions and the differences from her previous role as head of commercial partnerships at Formula 1.

Allianz appears poised to take on the naming rights to the London Stadium, home ground of West Ham United and former main stadium of the London 2012 Olympics. SportBusiness Sponsorship asks four sponsorship professionals why the asset has taken so long to sell.

Chelsea’s search for a main shirt sponsor over the summer resulted in a one-year deal with Infinite Athlete. Now, the club is back in the market to cover next season.

Crystal Tsang of Etihad Airways explains how the brand's sponsorship strategy is based on helping it grow in key destinations to which it flies.

Arsenal’s chief commercial officer Juliet Slot says she is putting brand development and the acquisition of first-party fan data at the heart of efforts to double the club’s secondary sponsor income in the next three years.

Infinite Athlete chief executive Charlie Ebersol says the technology brand has seen an immediate benefit from its front-of-shirt sponsorship deal with Chelsea FC.

James Morrison, head of brand and partnerships for Laithwaites Wine, explains why the wine delivery service returned as a sponsor of the England and Wales Cricket Board.

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.

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.

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.

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..

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.

Can the Skechers-Harry Kane partnership take a slice of the football boot market dominated by Nike and Adidas?

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.