Legacy

Nike won't mind Frontloaded posting this shot of American track star Allyson Felix modeling Team USA’s new sprint uniform for London 2012.

THE FUTURE OF x-branding or a tie-up too far? That was the question on analysts lips at the announcement that sports apparel and lifestyle brand Puma has signed a multi-year licensing partnership with…

FRONTIERS REPORTED in late 2011 that Tottenham Hotspur shirt sponsor, augmented reality (AR) company Aurasma was making fairly slow progress engaging Spurs fans with its software (see here)

AS LONDON WENT WILD celebrating Elizabeth II’s 60th year on the throne, Frontiers coughed gently and sought royal permission to ask an awkward question: ‘who was the rights-holder of the Diamond Jubilee?’ The e…

THE RECENT history of Lotus in Formula One is a confusing one

MEDIA REPORTS claim Euro 2012 seems sure to be the last tournament at which Umbro have its logo on the England shirts

IRISH BOOKMAKER Paddy Power has ambushed William Hill’s official “England Supporter” deal with the unveiling of a massive “Roy the Redeemer” cut-out on the White Cliffs of Dover. The

FRENCH CREDIT company Cofidis has extended its title sponsorship with cycling’s Team Cofidis until the 2016 season.

FRANCE vs ENGLAND: It’s probably not surprising that the French are more confident than the English about next Monday’s Euro 2012 clash. Th

REGULAR FRONTIERS readers could be forgiven for thinking we have an unhealthy fascination with the demon drink but news that alcohol giant Diageo is paying almost $half a billion for a Brazilian liquor…

WHEN KOREA'S Pyongchang was bidding for the 2018 Winter Olympics Games, Samsung swung its influence and marketing budgets behind the bid rapidly becoming one of the biggest sponsors in sport

THE EUROPEAN division of Japanese sportswear brand Asics has announced an overall net sales increase of 15

POLAND vs UKRAINE: If it was a troubling week for the global sponsors of Euro 2012 in the wake of the racism debate concerning the tournament’s co-hosts, it was even more so for the national partners i…

THANKS THIS WEEK to CNBC sports business reporter Darren Rovell (@darrenrovell) who tweeted this image of a t-shirt giveaway at Miami Heat’s home game against the Boston Celtics in the NBA Eastern Conference P…

BNP PARIBAS, Official Partner of the French Open, recently extended its relationship with the French Grand Slam through 2016 – but how does the brand fair online? T

DUBBED THE ‘first truly digital Games,’ London 2012 will deliver more content than ever before with the BBC, NBC and other broadcasters making feeds available on internet-connected TVs, PCs, mobile pho…

SUMMER 2012 was supposed to be the moment UK advertising turned into the black as sponsor activation around the Olympics and Euros converted into hoardings, TV slots and newspaper advertising

GIRO D'ITALIA vs TOUR DE FRANCE: The Giro d’Italia comes to its conclusion this Sunday to be followed by the Grand Depart of the 99th Tour de France just five weeks later.