Sponsorship & Marketing - SportsPro https://www.sportspro.com/sponsorship-marketing/ Sport industry news and insights for the latest broadcast, sponsorship, OTT, technology and endorsement deals Wed, 15 Jul 2026 11:21:33 +0000 en-GB hourly 1 https://wordpress.org/?v=6.9.4 https://www.sportspro.com/wp-content/uploads/2021/04/cropped-spicon.jpeg Sponsorship & Marketing - SportsPro https://www.sportspro.com/sponsorship-marketing/ 32 32 Aston Villa sign ‘UK£20m-a-year’ Visit Rwanda shirt sponsorship despite sportswashing concerns https://www.sportspro.com/news/sponsorship-marketing/aston-villa-visit-rwanda-shirt-principal-sponsorship-july-2026/ Wed, 15 Jul 2026 11:21:26 +0000 https://www.sportspro.com/?p=487968 Villa sign controversial deal as betting sponsor ban and new financial rules come into force.

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]]> https://www.sportspro.com/wp-content/uploads/2026/07/Aston-Villa-Visit-Rwanda.jpg Netflix, Roblox and Football Manager: World Cup 2026 reveals the benefits and limitations of Fifa’s post-EA video game strategy https://www.sportspro.com/analysis/esports-and-digital-sport/netflix-roblox-football-manager-video-game-strategy-fifa/ Fri, 03 Jul 2026 16:06:27 +0000 https://www.sportspro.com/?p=487437 Fifa and EA Sports used to launch World Cup video games together. Their strategies for this year’s tournament epitomise their divergent paths four years after the high-profile split and why Fifa may not challenge EA’s soccer supremacy any time soon.

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]]> https://www.sportspro.com/wp-content/uploads/2026/07/Copy-of-Copy-of-Copy-of-WP-News-story-template-82.png The business of the Tour de France: The curious commercialism of a national obsession and global spectacle https://www.sportspro.com/features/finance-investment/tour-de-france-cycling-business-model-sponsorship-media-rights-tech-finances/ Thu, 02 Jul 2026 16:46:34 +0000 https://www.sportspro.com/?p=487395 The Tour de France has transformed from an icon of French culture into a global media property and is backed by one of the most unique business models in sport.

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]]> https://www.sportspro.com/wp-content/uploads/2026/07/Tadej-Pogacar-Tour-de-France-2025-H.jpg “There will be a premium”: Canada’s CSME poised to raise sponsorship floor after World Cup https://www.sportspro.com/news/sponsorship-marketing/csme-to-raise-sponsorship-floor-after-world-cup/ Thu, 02 Jul 2026 13:51:19 +0000 https://www.sportspro.com/?p=487281 CEO James Johnson says some deals are deliberately timed to expire after event to capitalise on demand.

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]]> https://www.sportspro.com/wp-content/uploads/2026/07/Copy-of-Copy-of-WP-News-story-template-2026-07-03T062726.363.jpg 30 years of Opta: How a marketing exercise became the foundation of soccer’s AI future https://www.sportspro.com/features/broadcast-ott/stats-perform-opta-data-analytics-ai/ Mon, 29 Jun 2026 14:00:00 +0000 https://www.sportspro.com/?p=487090 Three decades ago, an upstart management consultancy kickstarted a data revolution in English soccer. Now, Opta is at the forefront of an AI-driven transformation of how the sport is watched, played and understood.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Harry-Kane-Goal-H.jpg The business of Wimbledon: Careful modernisation of tennis tradition protects a unique commercial model https://www.sportspro.com/analysis/finance-investment/wimbledon-commercial-business-model-tennis-broadcast-sponsorship/ Thu, 25 Jun 2026 14:30:00 +0000 https://www.sportspro.com/?p=486958 Wimbledon's brand preservation over revenue maximisation has made it tennis's most prestigious event. Now it is seeking to modernise its facilities and broadcast coverage to maintain this position.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Iga-Swiatek-Wimbledon-2025.jpg Qatar Airways ‘pauses’ UK£80m rugby Nations Championship title sponsorship https://www.sportspro.com/sponsorship-marketing/qatar-airways-rugby-nations-championship-june-2026/ Thu, 25 Jun 2026 12:08:34 +0000 https://www.sportspro.com/?p=487006 Airline reportedly remains committed to new tournament but is wary of optics amid current geopolitical climate.

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]]> https://www.sportspro.com/wp-content/uploads/2025/05/New-Zealand-Rugby-All-Blacks.jpg Too many sports sponsorships are operating in a silo – here’s how to fix it https://www.sportspro.com/thought-leadership/spotlight-agency/trunk-partneramp-sports-sponsorship-visibility-activation/ Wed, 24 Jun 2026 07:49:26 +0000 Trunk's Adam Britton explains why the agency launched PartnerAmp and how the new offering will unlock better sponsorship results.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Copy-of-Copy-of-WP-News-story-template-22.png ‘It’s bigger than the world marathons combined’: How Hyrox is turning fitness into the world’s next mass participation sport https://www.sportspro.com/features/finance-investment/hyrox-business-model-mass-participation-private-equity-investment/ Wed, 17 Jun 2026 16:32:12 +0000 With millions of athletes competing in events all over the world, the fitness organisation explains its commercial growth journey and the path towards becoming an Olympic sport by 2032.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Hyrox-Koln-2026.jpg How athletes are redefining modern sports fandom on TikTok https://www.sportspro.com/opinions/sponsorship-marketing/social-media-fan-engagement/athletes-redefining-sports-fandom-on-tiktok/ Thu, 11 Jun 2026 09:19:17 +0000 https://www.sportspro.com/?p=486179 TikTok makes the case that athletes have become media ecosystems in their own right, leveraging the platform's interest-led discovery engine to grow global fanbases, open up new revenue streams and seize control of their public narrative.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Copy-of-Copy-of-Copy-of-WP-News-story-template-51.png Real Madrid and Emirates sign European record ‘€100 million’ sponsorship extension https://www.sportspro.com/news/sponsorship-marketing/real-madrid-emirates-record-sponsorship-june-2026/ Wed, 10 Jun 2026 14:37:25 +0000 https://www.sportspro.com/?p=486260 Deal runs until 2031, putting LaLiga giants ahead of its domestic and continental rivals.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Copy-of-Copy-of-Copy-of-WP-News-story-template-53.png Fifa signs up Kraken as World Cup 2026 crypto partner as late sponsor push continues https://www.sportspro.com/news/sponsorship-marketing/fifa-world-cup-2026-kraken-ab-inbev-sponsorships-june-2026/ Wed, 10 Jun 2026 10:51:17 +0000 https://www.sportspro.com/?p=486241 Long-time partner AB InBev also extends World Cup sponsorship to include 2030 edition before the tournament kicks off.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Fifa-World-Cup-Trophy-Gianni-Infantino.jpg Building the next Monaco: F1 signals intent to make Las Vegas its marquee race with extension until 2037 https://www.sportspro.com/features/major-events/bidding-and-hosting/las-vegas-grand-prix-f1-monaco-domenicali-prazer-hill-interview/ Tue, 09 Jun 2026 16:40:21 +0000 Following substantial investment and proven return across its first three years, the Las Vegas Grand Prix now has its sights set on becoming Formula One’s marquee race.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Copy-of-WP-News-story-template-92.jpg The rise of the athlete-creator: why more sports stars are building their own YouTube channels https://www.sportspro.com/thought-leadership/insights/opinions/the-rise-of-the-athlete-creator/ Mon, 08 Jun 2026 15:39:28 +0000 https://www.sportspro.com/?p=486128 More and more athletes are turning into YouTube creators. Little Dot Sport managing director Robbie Spargo explains how the shift is reshaping sports media from an audience and brand perspective.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Copy-of-Untitled-1000-x-600-px-1000-x-600-px-32.png Why the biggest World Cup ever could be the hardest for sponsors to get right https://www.sportspro.com/features/sponsorship-marketing/fifa-world-cup-2026-sponsorships-marketing-activations-bank-of-america/ Mon, 08 Jun 2026 14:00:00 +0000 The expansion of the World Cup to 48 teams promises sponsors more inventory, more engaged markets and more time in the spotlight. But it also creates more noise, more complexity and, in some cases, more activation costs.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/SP26_Web_C_FWC26_v82.jpg Fifa World Cup 2026 digital push continues with Fifa+ DAZN launch and Netflix video game https://www.sportspro.com/news/broadcast-ott/fifa-plus-dazn-netflix-world-cup-video-game-dtc-launch-june-2026/ Fri, 05 Jun 2026 12:20:24 +0000 https://www.sportspro.com/?p=486010 Fifa+ gets new life on DAZN as Fifa details first non-EA video game since split.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Kylian-Mbappe-France.jpg Breaking down the business of the US$13bn 2026 Fifa World Cup https://www.sportspro.com/analysis/sponsorship-marketing/fifa-world-cup-2026-business-revenue-ticketing-broadcast-sponsorship/ Thu, 04 Jun 2026 14:30:00 +0000 World soccer’s showpiece tournament arrives in North America with equally high levels of anticipation and concern. SportsPro maps out the business behind Fifa’s biggest ever World Cup.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Donald-Trump-Gianni-Infantino.jpg Premier League clubs warned about crypto sponsorship deals as betting ban comes into effect https://www.sportspro.com/news/sponsorship-marketing/premier-league-crypto-sponsorship-fca-warning-betting-ban-june-2026/ Wed, 03 Jun 2026 11:49:43 +0000 https://www.sportspro.com/?p=485913 FCA warns teams that agreements with unlicensed firms could expose them to legal action.

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]]> https://www.sportspro.com/wp-content/uploads/2026/06/Bernardo-Silva-Manchester-City-Premier-League.jpg The paralysis tax: How legacy brands are gifting market share to disruptors in sport https://www.sportspro.com/opinions/sponsorship-marketing/sports-sponsorship-challenger-brands-legacy-sponsors/ Fri, 29 May 2026 15:19:52 +0000 https://www.sportspro.com/?p=485509 As challenger brands move decisively into sports sponsorship, commercial consultant Alistair Taylor examines how the incumbents who once dominated the space are paying the price for inaction.

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]]> https://www.sportspro.com/wp-content/uploads/2026/05/Copy-of-Copy-of-Copy-of-WP-News-story-template-42-1.png Alpine lands ‘US$150m’ Gucci title sponsorship from 2027 F1 season https://www.sportspro.com/news/alpine-gucci-f1-title-partner-sponsorship-2027-renault-kering-may-2026/ Wed, 27 May 2026 16:15:43 +0000 https://www.sportspro.com/?p=485512 Contract with Kering-owned fashion house reportedly worth between US$50m and US$60m across at least three years.

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]]> https://www.sportspro.com/wp-content/uploads/2026/05/alpine-gucci-f1-title-partner-sponsorship-2027-renault-kering-may-2026.jpg