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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Who won gold at the Twitter Olympics?

Who won gold at the Twitter Olympics?

John Scurfield, head of sport and entertainment at MediaCom, delves into the data behind fan engagement in Rio 2016.

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Half of most shared Olympics ads of all time are from Rio games

Half of most shared Olympics ads of all time are from Rio games

Paralympics promo from British broadcaster Channel 4 takes gold in Rio as ads from Under Armour, Nike and P&G also make the all-time top 10.

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Win like Team Fiji: how data is in danger of draining our passion

Win like Team Fiji: how data is in danger of draining our passion

The parallels between Team GB's cycling team and big data

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David Lloyd Clubs "Come to life" by Isobel

David Lloyd Clubs "Come to life" by Isobel

David Lloyd Clubs has released its first TV ad.

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Will the Olympics boost the status of women in sport?

Will the Olympics boost the status of women in sport?

Women's sport sponsorship deals accounted for just 5.4% of the total number of deals recorded between September 2011 and December 2013, writes Laura Weston, the managing director at Iris.

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TV advertising is part Usain Bolt, part Mo Farah

TV advertising is part Usain Bolt, part Mo Farah

TV advertising is a lot like the Olympic Games in ways you might not have immediately realised, reflects Thinkbox's Simon Tunstill.

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Campaign Viral Chart: Under Armour's Michael Phelps ad resurfaces

Campaign Viral Chart: Under Armour's Michael Phelps ad resurfaces

An Under Armour ad released earlier this year topped this week's chart of most-shared ads after its star, Olympic swimmer Michael Phelps, won more gold medals in Rio. Spots from Adidas, Nike and Gatorade...

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Nike "Unlimited stadium" by Bartle Bogle Hegarty Singapore

Nike "Unlimited stadium" by Bartle Bogle Hegarty Singapore

Nike has built a shoe-shaped stadium in the Philippines to promote the brand's LunarEpic trainers.

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Sexism, stereotyping and missed opportunities in women's sport

Sexism, stereotyping and missed opportunities in women's sport

The consumer backlash to the stereotyping of female Olympic athletes by the media underlines the missed opportunity for brands and media owners to capitalise on the power of women's sport.

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Sky and BT kick off ad battle for football viewers

Sky and BT kick off ad battle for football viewers

The football season has begun but the battle between Sky Sports and BT Sport for viewers is more bloody than...

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Nike "Unlimited youth" by Wieden & Kennedy Portland

Nike "Unlimited youth" by Wieden & Kennedy Portland

Sister Madonna Buder, also known as "The Iron Nun", stars in the latest instalment of Nike's "Unlimited" campaign.

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Musician Jamie Commons in spotlight for BBC Olympics ad

Musician Jamie Commons in spotlight for BBC Olympics ad

The animated film, created by Rainey Kelly Campbell Roalfe/Y&R, shows a range of animals preparing for the Games before they transform into their human counterparts.

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Rule 40 change is a golden opportunity for non-official Olympic sponsors

Rule 40 change is a golden opportunity for non-official Olympic sponsors

The International Olympic Committee's decision to relax Rule 40 means non-official sponsors can now take their very own slice of the Olympic pie, writes Publicis' Robin Clarke.

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Agency behind Rule40 parody Twitter bot knew it was 'infringing' IOC rules

Agency behind Rule40 parody Twitter bot knew it was 'infringing' IOC rules

An agency has confessed to setting up the @official_Rule40 account, a parody Twitter account which tweeted to anyone using official Olympics hashtags on Twitter.

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Paul Pogba's return to Man Utd makes perfect sense, on and off the pitch

Paul Pogba's return to Man Utd makes perfect sense, on and off the pitch

The £89m fee for human being Paul Pogba may seem excessive but, accompanied by a 'well executed marketing assault', Adidas and Man Utd see #Pogback as a sound investment, says Andy Francis, director of...

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Adidas picks AllTogetherNow to create content strategy playbook

Adidas picks AllTogetherNow to create content strategy playbook

AllTogetherNow, a digital engagement agency in The & Partnership, has completed a major piece of content strategy work for Adidas.

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Social media and the Olympics: it's time to start playing by the rules

Social media and the Olympics: it's time to start playing by the rules

Ducking and diving around the Olympic restrictions might make your brand look edgy for a minute, but the real winners will be those that use the occasion to say something bigger, writes Andrew Blakeley,...

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Twitter pulls fake Olympics 'Rule 40' account

Twitter pulls fake Olympics 'Rule 40' account

Twitter has pulled an account which claims to enforce the Olympics' Rule 40, which prevents non-sponsors from hijacking the event.

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Film tells story of first refugee Olympic team to 'show the world their potential'

Film tells story of first refugee Olympic team to 'show the world their potential'

The United Nations High Commissioner for Refugees has partnered with Grey London and production company Just So to tell the story of the first-ever Refugee Olympic Team.

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Isn't it about time more brands got behind our future female athletes?

Isn't it about time more brands got behind our future female athletes?

With Wimbledon and the UEFA Euros already behind us and Tour de France, the Rugby League Cup final and the Olympic Games all still to come, sports continues to dominate our summer, writes Isobel Sita-Lumsden,...

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