Interview

Rugby Union

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.
Multiple Sports

Crypto.com’s sponsorship of last year’s Fifa men’s World Cup generated a spike in visits to its website and communicated ‘staying power and solidity’, according to CMO Steven Kalifowitz.
Multiple Sports

Rollo Goldstaub, UK head of sport and gaming at TikTok, says the short-form video platform is pivoting to more of a content partnership strategy in sport.
Motorsport

Former NBA vice president of marketing partnerships Daniel Rossomondo speaks to SportBusiness Sponsorship about his ambitions for MotoGP since joining the motorcycling series as chief commercial officer.
Multiple Sports

Swiss-based cruise line MSC Cruises has significantly increased its sports sponsorship activity since the turn of the year. Matthew Williams talks to head of sponsorship, Alberto Revelli.
Esports

EE sponsors Wembley Stadium because it “big, bold and iconic” and allows the brand to “bring the network to life”. Ben Cronin speaks to the company's head of sponsorship, Matt Stevenson.
Tennis

Kevin Farrar said the sponsorship's longevity represents its success and showcasing technology is at its heart.
Esports

EA Sports’ decision not to renew its licensing agreement with world football’s governing body Fifa, has freed it up to commercialise its EA Sports FC football simulator game and enabled Pepsi to supplant its long-term rival Coke as the dominant brand on the platform.

As a B2B company, sponsorship allows Capgemini to showcase its wide-ranging capabilities to clients in exciting and emotive ways. Faaez Samadi speaks to the company's sponsorship director Thomas Hirsch.
Multiple Sports

Sports bodies are now required to work out exactly where they stand on a whole range of complex issues, from gambling addiction to human rights but the climate crisis has stormed to the front of the queue. Frank Dunne examines what they can do to respond to rising levels of climate activism.

Consumer electronics company Hisense believes there is a direct correlation between sales of its televisions and appliances and its aggressive global sports sponsorship strategy. Matthew Glendinning speaks to Catherine Fang, executive vice president of Hisense International.
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

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.