Interview

Golf

The R&A aims to diversify its sponsorship revenue streams Six official patrons from The Open were integrated into its 2022 Women's Open portfolio
Football

Elite players increasingly refusing to engage with brands they don’t approve of Sponsor contracts with leagues and federations do not guarantee access to named individuals
Multiple Sports

Three deals have expanded firm’s regional footprint and improved tech and sales capabilities
Multiple Sports

The sports sponsorship sector is facing a squeeze from multiple angles with doubts emerging about the long-term viability of the crypto sector, betting marketing spend threatened by government legislation and a cost-of-living crisis thrown into the mix. We asked five agencies about the future direction of the sector.
Golf

Breakaway tour entertained brand prospects at its events this summer Sponsorship portfolio split into three tiers Packages priced down in year one while event builds audiences
Multiple Sports

Aim Sport and Supponor in bitter legal dispute with millions at stake Switch to software-based service should remove gremlins plaguing digital replacement technology
Tennis

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.
American Football
Sporting Apparel

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.
Athletics

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…
Football
Beer

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.

Football
Betting

Paul Fox is chief executive of the Asian-facing betting company Letou
Banking

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…
Motorsport
Beer

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. 

Football

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…
Esports

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.
Football
Banking

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 …
Football

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. 

Baseball

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