Will on-pitch woes force Harlequins fans and sponsors away? Sport Business Watching Harlequins at the moment is either absolutely soul-crushing or completely baffling, depending on whether you support the London club or not. Soul-crushing because the club is supposed to represent the very best of attacking rugby in a fusion of England internationals and overseas superstars. Baffling because it should never have got this bad, losing [...]
How does a brand agency build a league identity like Ultimate Sevens from scratch? Sport Business Brentford’s Gtech Community Stadium will be centred around a different kind of ball on Thursday when the Ultimate Sevens rolls into town for its inaugural finals day. Backed by BIA Sports Group – the owners of Premier League club Sunderland – the Ultimate Sevens is brand new, and with it comes six teams that have [...]
The Debate: Should the City drop its ban on tower logos? Opinion A 1911 ruling by the City of London Corporation means businesses are still unable to adorn their skyscrapers with logos. Should this change?
Wimbledon won’t slap sponsor on new show court but eye US growth August 12, 2026 Wimbledon is quintessentially British, and its branding is understated. But what’s next for the Grand Slam? Matt Hardy finds out. “I’m not sure it’s Wimbledon style to have a naming right on a court,” the tennis Grand Slam’s marketing and commercial director Usama Al-Qassab tells City AM when asked whether a new show court at [...]
Commonwealth Games: How ‘Commy G Lite’ is opportunity for smaller brands July 25, 2026 Is the smaller scale Commonwealth Games a chance for smaller brands to step up and take a bite out of the multi-sport flagship event action, asks sponsorship expert Sarah Niblock. A reduced price tag might look like they can, but more importantly, it’s essential that they consider if they actually should. The 23rd Commonwealth Games [...]
World Cup: How brands will activate as the knockouts begin June 27, 2026 Most eyes will be firmly fixed on the pitch as the World Cup enters the knockout phase next week. But for the discerning observer, there is another contest playing out in the background: what are the sponsors up to? With marketing and sponsorship deals related to the World Cup reported to generate between $2.5bn and [...]
World Cup proves film and music walked in the US so that sports can run June 26, 2026 With the US experiencing football fever Alistair Watkins argues that we have seen this before, with sport following in the footsteps of film and music When people think about European culture making its mark in the United States, they tend to think of music, film and television. From The Beatles to Harry Potter and One [...]
Game, Set, Match: How brands can serve up lasting value at Queen’s June 10, 2026 Queen’s is here and the tennis is back. Thom Newton looks at how brands get value out of the grass tennis tournament. Sports fans are relishing a summer that includes a World Cup, alongside the major fixtures of tennis, cricket and athletics. With sport comes the inevitable opportunities for brand sponsorships. However, visibility at events [...]
Patagonia faces PR backlash over trademark lawsuit with drag queen June 2, 2026 Patagonia is in hot water over its legal action against a drag queen, but as lawyers suggest, businesses face a double-edged sword when it comes to protecting their trademarks. A drag queen artist and environmentalist, Wyn Wiley, was sued by the US outdoor retailer Patagonia, which alleged the performer violated its trademark by going professionally [...]
HSBC is the only UK name on $13 trillion list of top global brands May 14, 2026 The rise of AI has shaken up an influential ranking of global big-name firms, as the competition to become one of the world’s elite brands becomes fiercer than ever, according to an influential index tracking the corporate elite. The Kantar Brandz Top 100 – which ranks the value of brands – unveiled on Thursday, is [...]