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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Sky launches multichannel campaign to hail its cycling credentials

Sky launches multichannel campaign to hail its cycling credentials

Sky is today launching a new campaign for its cycling sponsorship, ahead of what it said would be the "biggest summer of cycling yet" for the brand.

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New Olympic Channel hires Shareability to appeal to young people

New Olympic Channel hires Shareability to appeal to young people

The International Olympic Committee has hired social content agency Shareability to promote its new digital OTT channel as part of a strategy to appeal to young people and maintain interest between tournaments.

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LTA moves away from middle-class image of tennis in first brand campaign

LTA moves away from middle-class image of tennis in first brand campaign

The Lawn Tennis Association (LTA) has launched its first brand campaign to persuade more people to pick up a tennis racquet as the weather warms up.

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Watch: Virgin Active launches connected spin class

Watch: Virgin Active launches connected spin class

"The pack" uses Virgin Active's new proprietary technology platform to aggregate individual bike data, convert it into team metrics and power a multi-sensory fitness class.

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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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Arsenal in hunt for agency to develop its digital presence

Arsenal in hunt for agency to develop its digital presence

Arsenal is looking for an agency to help it develop its brand and capitalise on its online following.

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National stereotypes still score for Euro 2016 brands

National stereotypes still score for Euro 2016 brands

National stereotyping is alive and well in the campaigns of official Euro 2016 sponsors, with the English, French and Germans getting the caricature treatment by Mars, Carlsberg and Lufthansa respectively.

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More people associate Nike with Euro 2016 than official sponsors Carlsberg or McDonald's

More people associate Nike with Euro 2016 than official sponsors Carlsberg or McDonald's

The value of sports tournament sponsorship is thrown into question by research showing the brands most associated with Euro 2016 are not necessarily its sponsors

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Case study: How 'This girl can' got 1.6 million women exercising

Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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Leicester City and Apple: winners and losers but it's not over yet

Leicester City and Apple: winners and losers but it's not over yet

The end of the football season has proven anything is possible, so while underdog Leicester City has surprised the pundits, it's up to tech giant Apple to prove why it's not yet ready for the bench, writes...

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UEFA Champions League and Europa League finals to be live-streamed on YouTube

UEFA Champions League and Europa League finals to be live-streamed on YouTube

BT Sport has partnered with YouTube to live-stream the UEFA Champions League and UEFA Europa League finals for the first time.

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Sports media content is winning on social

Sports media content is winning on social

Adland should now be looking to the changing face of sports media as a template for a more guaranteed, successful future of their own, writes James Kirkham.

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Sky launches first social push for cycling

Sky launches first social push for cycling

Sky is celebrating its eight-year involvement with cycling with a 'Sky Loves Cycling' social media push - despite the fact its British Cycling sponsorship ends this year.

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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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