Legacy

WHO SAYS that professional poker players are cold-hearted card sharks who just want your money?

LLOYDS TSB signed up as an Olympic sponsor way back in 2007 in the heady and optimistic days before the credit crunch, the financial crisis, PPI mis-selling, banker bashing and of course the recession

FOLLOWING UNCONFIRMED reports that golfer Rory McIlroy has finally signed with Nike in a 10-year deal worth $200-250 million, Frontloaded asks how the current world number one compares with Nike Golf’s o…

GOAL HERO Victor Wanyama (pictured) celebrates after scoring Celtic’s first goal on the way to a monumental 2-1 victory over FC Barcelona in the UEFA Champions League on Wednesday night.

NEYMAR vs THE REST: Brands hoping to make a splash in the Brazilian market should look no further than association with domestic soccer star Neymar, according to research carried out by a local sports…

SPORTSWEAR BRAND Skins, which announced that it would attempt to sue cycling’s governing body for $2m in brand damage, looks unlikely to succeed in doing anything other than pile pressure onto an already b…

AT&T vs COMERICA: Last week’s World Series sweep by the San Francisco Giants over the Detroit Tigers also produced a clear win for the west coast team’s stadium naming rights partner during the Playoff per…

LAST WEEK, five giant rugby balls, one to represent each competing nation, were planted at the heart of London's insurance industry in Lime Street between the Lloyds and Willis buildings, to mark the launch…

HEINEKEN REGISTERED more online buzz in the United Kingdom from its sponsorship of the latest James Bond movie Skyfall this week than from its long-standing title sponsorship of European club rugby’s H…

OLYMPIC SPONSORSHIP watchers were quick to point out product placements and other tricks sponsors employed to put themselves in the picture at London 2012

HAS THE ENERGY sector’s love affair with sport peaked in the United Kingdom? Five years ago, sport’s value as a communications tool for brands in the newly-deregulated energy sector was undisputed. In

A PERFECT STORM of competition, currency pressures, outdated technology and a slump in demand
Rugby Union

GLOBAL INSURANCE PROVIDER American International Group (AIG) has signed a five-and-a-half-year sponsorship agreement with the New Zealand Rugby Union (NZRU) – a deal which will see the famous All Blacks j…

FROM OCTOBER to April, major winter sports events are achieving cumulative TV audiences in the billions each season and top ratings in major broadcast markets worldwide

WHILE MOST NASCAR fans will not be relishing the end of the current race season in Miami next month, for one lucky winner the season finale cannot come soon enough

ACTIVATION SPEND is set to increase over the next 24 months according to almost half the sports marketing industry respondents to the SportBusiness 2012 survey, hosted by SMG Insight/YouGov
Multi-sport

IN LATE SEPTEMBER, the Dubai-based national airline carrier Emirates acquired the exclusive 10-year naming rights to the “Emirates Arena”, a new multi-sports facility in the city of Glasgow, Scotland whi…

TEENAGE DIVING sensation Tom Daley is banking on the power of social media to change the sports marketing landscape and create previously unimaginable opportunities for athlete ambassadors in new markets