Super Bowl LIX: The adverts that cost $7m for 30 seconds February 8, 2025 Steve Howell of sports marketing agency Dark Horses takes us through this year’s Super Bowl LIX ads, featuring Beckham, Keoghan and Meg Ryan It’s a strange time for brands wishing to advertise. Technology designed to help consumers avoid commercials has never been more pervasive, whatever medium you choose. There are adblocker apps, browser extensions, unsubscribing [...]
Olympic Games set to steady ship with major Chinese sponsor February 6, 2025 Consumer electronics firm TCL is reportedly set to become an Olympic partner in a boost to the International Olympic Committee after long-term sponsors jumped ship. The Chinese organisation is in the final stages of signing a deal to join the IOC sponsorship family, according to SportBusiness. In 2023 the cooperation generated £19bn and its subsidiaries [...]
NFL ‘running scared’ of Trump and Musk ahead of Super Bowl with Bluesky ban February 6, 2025 The NFL risks alienating fans and accusations of “running scared” from Donald Trump and Elon Musk ahead of Super Bowl LIX after it banned teams from posting on X rival Bluesky, say industry watchers. Sunday’s showdown between the Kansas City Chiefs and Philadelphia Eagles in New Orleans, the climax to the NFL season, is set [...]
Trump, the Super Bowl, wokery and sport’s shift to the right February 2, 2025 It might be the same man sitting in The Oval Office, but a lot’s changed since Donald J Trump first presided over a Super Bowl eight years ago. In 2017 America was perilously divided, with a newly-elected Trump in the White House and protest marches taking place on the streets outside it. This tension was [...]
Formula 1 team owner sponsors MotoGP outfit in new deal January 28, 2025 One of the 10 Formula 1 teams set to compete in the 2025 season has agreed a sponsorship agreement with MotoGP team Pramac Racing. Alpine – whose F1 outfit boasts Pierre Gasly and Jack Doohan – will be a main sponsor of the Prima Pramac Yamaha MotoGP team. The French manufacturer – whose Formula 1 [...]
It’s D-Day for Champions League’s new format. So has it worked? January 28, 2025 When Uefa revealed its new format for the Champions League, it was with injecting more excitement and unpredictability in mind. Specifically, a stale group phase would be replaced with a ‘Swiss model’ league phase that promised more games between top teams and – crucially – a more competitive product. Notwithstanding the fact that Manchester City [...]
Top executives back sport clubs and tech as attractive investments January 28, 2025 Over two thirds of business executives see clubs and franchises as the most attractive investment opportunity over the next half-decade, new research has revealed. Over a quarter of executives asked instead said leagues and federations were preferred while nearly one fifth favoured participation events, according to Altman Solon’s Global Sports Survey. It is a tonic [...]
Can rugby union and the Six Nations survive behind TNT paywall? January 28, 2025 For the next two months, up and down the country, you’ll walk into the pub when the Premier League is supposed to be on and instead see Six Nations rugby. It is testament to the reach of a tournament that, despite football being the national sport, kicks off its rivals for the bumper Saturday and [...]
Barclays becomes main sponsor of Lord’s and MCC January 27, 2025 Barclays has expanded its sports sponsorship portfolio by becoming principal partner of Lord’s Cricket Ground and its owner, Marylebone Cricket Club (MCC). The multi-year partnership, effective immediately, sees the Home of Cricket’s iconic Media Centre renamed the Barclays Media Centre. It will also mean the bank making “one of the largest ever donations” to the [...]
Marlborough Sports Garden: A £5m project to boost the City January 25, 2025 Marlborough Sports Garden in Southwark is a crucial space for Londoners. Looking to raise £5m for an inspiring development, why should the City get involved? Hyacinthe Loyson, a French preacher from the mid 1800s, is described by historians as one of the early users of a phrase that continues to be recited today. “Good people [...]