Sporting Apparel
From Paris to Beijing: Peugeot, Lacoste and Longines celebrate Roland-Garros in China
French brands Peugeot, Lacoste and Longines are all longstanding official partners of the prestigious international Grand Slam tennis tournament, Roland-Garros (the French Open).
Colombian Football Federation extends Adidas deal
The Colombian Football Federation (FCF) has extended its partnership with Adidas through to 2022.
Fulham teams up with Adidas
English Premier League football club Fulham has announced a new “long-term” kit partnership with Adidas.
Tennis icon Agassi rejoins Nike
Tennis icon Andre Agassi has returned to Nike after spending eight years as an endorser of sportswear rival Adidas
Adidas to partner inaugural badminton London Grand Prix
Adidas will sponsor Badminton England's London Grand Prix for the next three years.
Puma set to seal record Arsenal kit deal – report
Arsenal has reportedly agreed a new kit deal with Puma worth more than £30 million (€35.6 million/$46.5 million) per year.
Deal of the month: Nike and Rory McIlroy
World number one golfer Rory McIlroy was finally unveiled as Nike’s newest recruit in January, with the Northern Irishman signing a long-term endorsement and equipment deal.
Fifa starts selling regional sponsorships
FOOTBALL'S WORLD GOVERNING body Fifa has begun informal sales talks with brands for its new Regional Supporter sponsorship packages, for deals covering the 2018 and 2022 World Cups
Chris Carroll, head of marketing EMEA, Under Armour
Sports Sponsorship Insider talks to Chris Carroll, head of marketing EMEA at Under Armour, about the company’s plans to grow the brand through 2013 and the recently activated shop-in-shop relationship w…
Sponsorship highlight 3: Biggest potential sponsorship refund Lance Armstrong
EVEN FOR THOSE who still retained the power to be shocked by doping scandals in cycling, the demise of Lance Armstrong surprised only to the extent that it had taken so long
Under Armour gets active on Facebook
OVER THE LAST six months, Facebook has been changing the algorithm of its news feed, which means that a brand could have lost up to 90 per cent of the reach of their pages
Imperfect partners? Chelsea FC and Sauber F1
CHELSEA FC vs SAUBER F1: This week Chelsea FC confirmed a partnership agreement with Sauber F1 that would see the two organisations join forces on commercial activities and the cross-promotion of their…
Woods outshines McIlroy on social media
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…
Sabre rattling Skins keen to be stalking horse against UCI
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…
Weibo gives Daley wings in China
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
Nike’s Umbro sell-off: are we missing something?
THERE ARE FREQUENT occasions when Frontiers' loose grasp of the machinations of the money men becomes even looser and news of Nike’s disposal of Umbro is one of those times.
Will Nike chase Lance for decade of deception?
AFTER THE MEDIA pack moves on to fresher meat, the bones of the Lance Armstrong doping scandal will be picked over for months and years to come
Puma says outdated regulations prevent it going green
TRAINING SHOE and apparel brand Puma claims it is forced to charge more for its environmentally friendly shoes than it does for conventional products