The irreplaceable value driving West Ham and Lyca’s partnership
As sponsors face growing pressure to prove their purpose, football partnerships can no longer lean on logo placement or visibility. In today’s landscape, long-term...
FIFA Club World Cup: How partners are building anticipation for a...
The newly reformed FIFA Club World Cup kicks-off in two weeks, but how do commercial sponsors and broadcast partners tackle marketing, sponsorship and coverage...
NBA team sponsorship revenue up 91% in five years
Brands spend more despite fewer NBA sponsorship dealsThe NBA generated $1.62 billion in team sponsorship revenue for the 2024–25 season, according to SponsorUnited’s NBA...
Amazon’s sports strategy is starting to look serious
It started with Thursday Night Football. Now, it’s a full-on global blitz.Jay Marine, Vice President and Global Head of Prime Video Sports, spoke recently...
SailGP adds to commercial wave with sports betting launch
SailGP entered the sports betting marketplace on June 2, aiming to create new ways to attract and engage fans.The move comes just ahead of...
How football hospitality is being redesigned for high-end fans
With the sports hospitality market projected to reach £23.5 billion by 2030, rights holders are investing in more tailored matchday experiences.At the 2024 Copa...
Sami Hyypiä shares Liverpool leadership lessons at Money20/20
If you happen to support Liverpool Football Club or were old enough to remember the 2005 UEFA Champions League final, you may be aware...
Mike Tindall R360 rugby league to give sport its “Super Bowl...
Rugby Union is learning of more revelations to form a breakaway league led by Mike Tindall (MBE) and investors who seek to awaken the...
Sleeve branding set to soar in Premier League deals
The relationship between the Premier League and betting sponsors has drawn mounting criticism in recent years, particularly over the rise of Asia-facing brands with...
Real Madrid taps Corpay to improve off-pitch operations
Real Madrid has signed a three-year sponsorship agreement with Corpay, bringing the payments firm into the club’s commercial portfolio through its cross-border division.Announced on...