Interview

Football

The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.
Multiple Sports

Coca-Cola has again topped the rankings for sports sponsorship awareness in Spain from a survey of Spanish consumers, despite the absence from its portfolio of one dominant sponsorship property in the country.
Football

Last December French technology consulting and IT services company Atos agreed a deal to become the Official Technology Partner of Uefa national team football in an eight-year deal running from 2023 to…
Cricket

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 The
Football

Haider Rafique, global chief marketing officer for cryptocurrency exchange OKX, explains why he remains bullish about crypto sport sponsorships following the FTX scandal, and why the firm is keen to build its sponsorship portfolio
Football

This season, Danish beer brand Carlsberg celebrates its thirtieth anniversary as a sponsor of Premier League giant Liverpool FC, the longest-running sponsorship deal in the English top flight
Football

Italian clubs are negotiating with betting brands as 2018 ban set to be overturned Much-delayed white paper on UK regulation due in the coming weeks
Multiple Sports

Lars Lamadé, head of global sponsorships, SAP, describes how the company use its esports sponsorships to recruit new staff and explains how the firm’s sponsorship of the New Zealand All Blacks plugged a gap in its portfolio
Golf

The Whoop brand is “all about being aspirational,” which is why its endorsers “tend to be the best in the world,” says Whoop founder and chief executive Phil Ahmed
Football

Politicians have not held back in their criticisms of cryptoasset involvement in sport, highlighting numerous examples of hugely hyped partnerships that have collapsed shortly after, leaving fans exposed and out of pocket.
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