Sports marketing campaigns and sport sponsorships news

Coverage of sports marketing, including campaigns and sponsorships of football, rugby, tennis and competitions such as the British Premier League, Champions League, UEFA Cup, World Cup, the Euros, Rugby World Cup, Wimbledon and the Olympics.
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Euro 2016 campaign round-up: brands shoot for footballing glory

Euro 2016 campaign round-up: brands shoot for footballing glory

This summer's European Championship is expected to be the biggest ever when it comes to global sponsorship activity. We take a look at the activity that is being rolled out ahead of the opening game on...

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Uefa in women's football push

Uefa in women's football push

Governing body seeks shop to create the next "this girl can" and boost participation.

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Carling returns to Premier League after 15-year absence

Carling returns to Premier League after 15-year absence

Carling has signed a three-year deal to become the official beer partner of the Premier League - reigniting its relationship with the competition 15 years after it was succeeded as title sponsor by Barclays.

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Rio 2016 Olympic Games campaign round-up: the latest activity as brands vie for gold

Rio 2016 Olympic Games campaign round-up: the latest activity as brands vie for gold

As Rio 2016 fast approaches, we take a look at the best (and worst) Olympic campaigns from the official sponsors and brands eager to capitalise on the world's biggest sporting event.

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Is live-streaming a ticking time bomb for sports broadcasters?

Is live-streaming a ticking time bomb for sports broadcasters?

Will platforms such as YouTube, Twitter and Facebook become the natural home for live sport, Gideon Spanier asks.

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P&G celebrates strong mums in 2016 Rio Olympics campaign

P&G celebrates strong mums in 2016 Rio Olympics campaign

Procter & Gamble is honouring the emotional strength involved in motherhood in its 2016 Olympics campaign, which broke today - 100 days before the Rio games begin on 5 August.

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Walkers to reveal Gary Lineker's pants on digital screens if Leicester City wins the league

Walkers to reveal Gary Lineker's pants on digital screens if Leicester City wins the league

Walkers is scandalising the good people of Leicester, Manchester and London with the threat of Gary Lineker's near naked bod as the crisp brand cheers on hometown heroes Leicester City FC in its bid for...

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The man trying to make esports as credible as the Olympics

The man trying to make esports as credible as the Olympics

The esports industry is on a mission to make itself as credible as 'real' sport as it teeters on the brink of going mainstream.

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FA calls on shirt sponsor Nike to design different kit for girls

FA calls on shirt sponsor Nike to design different kit for girls

The Football Association (FA) is pressuring England shirt sponsor Nike to make a football kit that is different for girls as it seeks to turn the women's game into "big business".

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Live streaming of sport is 'ticking time bomb' for broadcasters

Live streaming of sport is 'ticking time bomb' for broadcasters

Live streaming of sport is the "ticking time bomb" facing broadcasters across the world, Advertising Week Europe heard today.

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Don't treat women doing sport like 'mugs', says Sport England's Tanya Joseph

Don't treat women doing sport like 'mugs', says Sport England's Tanya Joseph

There is a huge and untapped opportunity for brands in women's sports, but marketers must not treat them like "mugs," according to Tanya Joseph, director of business partnerships at Sport England.

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New Balance confronts inner demons in ad starring Aaron Ramsey and Joe Root

New Balance confronts inner demons in ad starring Aaron Ramsey and Joe Root

New Balance is taking a look at the battles people fight within themselves for its 'you are your toughest opponent' campaign.

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Olympic values unite athletes and fans in new global IOC campaign

Olympic values unite athletes and fans in new global IOC campaign

Four spots feature celebrity voiceovers and music by Questlove

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Women are talking about sport. It's time to listen.

Women are talking about sport. It's time to listen.

Pedro Avery, the global chief executive at Havas Sport & Entertainment, questions the sports marketing industry model in the face of a burgeoning women's sports sector.

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Formula E "leap of faith" by Little Dot Studios

Formula E "leap of faith" by Little Dot Studios

A stuntman back flips over a speeding Formula E car in a 360-degree online video designed to drum up interest in the fledgling sport.

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Leicester City's rise bedevilled by questions over sponsorship revenue

Leicester City's rise bedevilled by questions over sponsorship revenue

Leicester City's astonishing performance this season has propelled the club from 5000/1 outsider at the start of the campaign to odds-on favourite to win the Premier League, outdoing those clubs backed...

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Golfsmith: Because you #%$! hate golf

Golfsmith: Because you #%$! hate golf

Retailer embraces the frustration and failings of its core customers in refreshing new spots from Preacher

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How Twitter's deal with NFL puts it at the centre of social sport

How Twitter's deal with NFL puts it at the centre of social sport

Twitter this week made a play to challenge perceptions of its stagnation with a headline-grabbing deal to stream a package of live NFL games, writes Jody MacDonald, senior associate at Couchmans LLP.

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Twitter streaming NFL games has potential to completely change sport

Twitter streaming NFL games has potential to completely change sport

Not to slight traditional broadcasters, but they alone cannot satisfy the needs and appetites of a modern fan, says the head of Copa90.

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Nike likens French footballer Matuidi's career to exploding star in YouTube ad

Nike likens French footballer Matuidi's career to exploding star in YouTube ad

Nike has launched a 90-second video ad on YouTube that depicts the rise of French football star Blaise Matuidi, with footballing action from his boyhood to today intercut with cosmic imagery of a supernova...

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