Sponsorship & Marketing
Features
Women’s golf embraces South Korean dominance as a positive force in Asia and worldwide
The LPGA once worried about the dominance of South Korean players in the women’s game. Now it embraces them as a means of driving the sport’s regional and global popularity. John Duerden finds out more.
Octagon’s John Shea: The pent-up demand from a consumer standpoint will be there
Global agency president looks to work through current public health crisis, plan ahead for return of sports industry to full activity
‘Stop broadcasting, start interacting’ | The importance of digital engagement during sport’s shutdown
Adam Nelson speaks with a range of experts from across the digital space about how rights-holders and clubs can utilise digital content to both engage fanbases and provide a platform for their sponsors during the Covid-19-mandated shutdown.
Sun Yang’s downfall highlights China’s failure to develop individual stars
When the Court of Arbitration for Sports handed an eight-year ban to the six-time Olympic medallist Sun Yang, the Chinese sport hierarchy lost its most valuable individual star. Zhang Dan reports.
Major sponsor of NRL’s Cronulla Sharks halts payments
Australian National Rugby League (NRL) club Cronulla Sharks has been dealt a financial blow after major sponsor, rainwater products manufacturer Ace Gutters indicated it will halt payments on its deal
Nike postpones Euro 2020 national team kit launches as contracts scrutinised
Nike’s launch of Euro 2020 national team kits for England, France and three other European countries were postponed this week because of the Covid-19 pandemic.
European sponsorship market worth over €30bn, says ESA report
The overall value of the European sponsorship market by volume rose by 1
Porsche strengthens Tag Heuer link through esports championship
Global automotive manufacturer Porsche has added luxury watchmaker Tag Heuer as a sponsor of its virtual racing esports championship
Formula 1 could have up to seven different regional betting sponsors, says ISG
Digital advertising technology could allow Formula 1 to have up to seven different regional betting sponsors, according to the sport’s global data and betting rights partner Interregional Sports Group.
Legalized US betting creates robust opportunity for sports marketing agencies
US Editor Eric Fisher explores how major sports and entertainment agencies in America are looking to carve out their own place in the fast-growing realm of legal sports wagering.
“Equestrian sports really deliver for us” | Matthieu Baumgartner, Longines
Longines’ vice-president of marketing, Matthieu Baumgartner, explains the strategy behind the brand’s blanket sponsorships of equestrianism and horse racing.
BT’s ‘Beyond Limits’ rebrand informs CSR-focused partnerships with Home Nations FAs
The telecommunication company’s 2019 rebrand saw it move toward a focus on community and social engagement, something it is intending to carry through into its lead partnerships of all four UK football associations.
B.League helps basketball bounce back in Japan
Kevin McCullagh looks at the growth of the B. League, Japan's domestic basketball league, and considers whether it might be the country's biggest sports expansion of the Reiwa era.
Robin Clarke | Gen Z: Darwin’s theory of evolution in full swing
If we thought we were obsessed with engaging Millennials, Gen Z present a whole new set of challenges and opportunities.
Wolves turns to Ipsos’ retail monitoring to understand the customer journey
Why Premier League side Wolves has engaged Ipsos Retail Performance's footfall-counting technology in its club megastore.
Former Fifa and CFG executive Johnson bullish as he starts FFA tenure
With top sponsors jumping ship, Football Federation Australia’s new CEO James Johnson faces a tough start to his new role. But there is confidence he has the know-how to turn things around. John Duerden reports.
Golf industry searches for path forward amid uncertainty at merchandise show
With golf participation rates falling, M. James Ward looks at how the merchandise and equipment business is working to attract new audiences.
Understanding the Sports Data Challenge
What you need to know to survive the next decade
Minamino signing helps Liverpool on long road to catch United in Asia
Signing Japanese international Takumi Minamino will be a boon for Liverpool's commercial activity in Asia, but the club's strategy to become number one in the region goes beyond a single signing. John Duerden reports.
Chinese athletes to benefit as government heads off potential for endorsement disputes in Olympic year
Regulation has limited the extent to which China’s sporting stars can capitalise on their sporting prowess via commercial deals. But recent rule changes by the General Administration of Sports offers new possibilities. Chen Yaolin investigates.
Dan Haddad | Liverpool takes a chance on Nike in search of sales growth
Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in opting to switch kit supplier rights from New Balance to Nike.
Ajax’s Champions League run boosts visibility, but growth is underpinned by creative commercial team
Ajax's global popularity outstrips all of its domestic rivals, allowing the club to position itself as a brand platform for the Netherlands and beyond. Its chief commercial officer, Menno Geelen, tells Adam Nelson about the effects of Ajax's surprising run to the Champions League semi-finals, and how a creative commercial department has helped the club compete at the highest level.
Automated production and user-generated content will help FIH monetise new OTT service
Fifa's former director of marketing and current FIH chief executive Thierry Weil looks back on a year in which the hockey federation launched its own OTT platform and outlines his plans to monetise the new service. Ben Cronin reports.
2019 – a year in sport business
Four Inside Track contributors from around the world reflect on what they saw as the key industry developments of 2019 .
Wizards deploy multi-pronged strategy to develop Japanese fandom
In just a short amount of time, the Wizards have put themselves in prime position to become the NBA's most-popular team in Japan following the arrival of Rui Hachimura. Bob Williams discovers how they have done it.
Focused activations | Ben Stokes’ tweet helps Specsavers make the most of its ECB partnership
Opticians brand Specsavers used its title sponsorship of this summer’s Ashes series to focus on the resonances between its products and Test cricket, while a quick response to a Ben Stokes tweet showed the value in reactive marketing. Adam Nelson reports.
‘Team China’ brand sets high partnership price, targets $400m in quadrennial revenue
China’s General Administration of Sport has announced a new collective brand for all of China’s Olympic and Paralympic sports teams: "Team China". Zhang Dan investigates the new marketing initiative.