Politicians are brands, and as such there is a compelling case that just like other marketers they can benefit from the power of affiliating with sports and entertainment properties. Political campaigns have long seen the value in reaching mass audiences by...
2023 was a financially arduous year for most brands, but that did not stop the continuous advancement of the sports sponsorship space. Sports sponsorship saw sizeable growth for all four of the major professional sports leagues in the United States, despite many...
It’s highly unusual, if not completely unprecedented, for a 23-month-old start-up to announce a reported seven-figure, multi-year, multi-country partnership with a major sports property, but that is what snack manufacturer Kudo has done in extending a UFC sponsorship...
Friends Arena in Stockholm, home to Sweden’s national football team, the prominent pro football club AIK, and a host of other major sports and entertainment events will take on a new name this summer. On July 12 it will become Strawberry Arena, the result of a new...
NBA jersey patch partnerships continue to produce intriguing case studies and valuable lessons for sponsorship practitioners, students and anyone else interested in the sports marketing space. Consider news that broke last week courtesy of the U.K.’s SportBusiness. In...
For all of their billions of dollars and hundreds of millions of fans, when sports giants such as the IOC, NFL and FIFA go to market with sponsorship opportunities, they don’t simply hold an auction and wait for the highest bidder to emerge. Although those...
The newest global partner of the Olympic movement is international brewing giant Anheuser-Busch InBev. The company announced it is joining the International Olympic Committee’s TOP program through 2028, giving it sponsorship rights to the Olympic and Paralympic Games...
The past week in sports marketing was full of interesting deals, not to mention a conscious uncoupling of one of the most notable and successful relationships between a brand and an athlete. Some of the headlines that started off 2024 provoke some intriguing questions...
The entire sports business space is constantly evolving. New technology, trends, and best practices force every aspect of the industry to innovate, and sponsor activation is no different. We are in the midst of the “Social Media Era.” Traditional sponsorship practices...
Last week’s agreement between the Indiana Pacers and Spokenote–an Indianapolis-area startup that offers inexpensive QR-code stickers for use by consumers, businesses and organizations—has produced the first-ever pro sports sponsor uniform patch to feature a QR...
