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Sports marketing

  • Clear and simple calendars like NFL, not tennis, should be applauded in sport

    January 23, 2025

    The NFL, unlike tennis, should be applauded for its clear and simple sport calendar that sees athletes thrive, writes Ed Warner. Naomi Osaka, Gael Monfils, Jack Draper. Each retired from the Australian Open mid-match. No substitutes bench in tennis, so the ultimate anticlimax for spectators. Injuries are an occupational hazard, but across sport the sheer [...]

  • Matt Dawson joins Clive Woodward-backed Seat Unique

    January 19, 2025

    England’s Rugby World Cup winning scrum-half Matt Dawson has joined premium ticketing firm Seat Unique, which is backed by his former coach Sir Clive Woodward. Seat Unique have tapped up the former international as a business advisor to help the start-up penetrate into new markets, including the English rugby space and beyond. The platform has [...]

  • Investment firm Sixth Street poach FA bigwig of 20 years

    January 17, 2025

    Investment giant Sixth Street has poached former FA Women’s Technical Director Kay Cossington to take up a new role with the US organisation. Cossington, who has been with the FA for two decades, will become Sixth Street’s Head of Global Women’s Football and serve as chief executive of Bay Collective, a multi-club organisation under Sixth [...]

  • Howden: Insurance giant expands sport portfolio with SailGP sponsorship

    January 16, 2025

    Insurance giant Howden this morning expanded their sports sponsorship portfolio, announcing a three-year partnership with SailGP team Emirates GBR. The group, headquartered at One Creechurch Place, will see Sir Ben Ainslie’s sailing team join their roster of sporting sponsorships, which include the British and Irish Lions, Ascot Racecourse, Victoria Racing Club in Australia and the [...]

  • Saudi Public Investment Fund nearing $1bn stake in Dazn

    January 14, 2025

    Saudi Arabia’s Public Investment Fund is nearing a $1bn acquisition of a small minority stake in sport streaming platform Dazn. The London-based rights holder, which enjoys relationships with boxing’s Riyadh Season and a number of the top European football leagues, could potentially see its value pushed into the tens of billions after the injection. It [...]

  • Most profitable sports clubs of 2025 list features three Premier League sides

    January 11, 2025

    Three Premier League clubs have made the Forbes most profitable sports teams list of 2025, with the top 20 generating an estimated £3.2bn in profit during the most recent season. The figures, calculated using Forbes’ estimates of operating income with total value using the enterprise values, suggest an average £159m profit per team, up 12 [...]

  • Industry slams Labour government plans for ticket reform

    January 11, 2025

    Leading industry voices have slammed government plans to change the secondary ticketing market in sport, describing proposals as “draconian”. The government on Friday announced plans to tackle touts and potentially further regulate the secondary market following instances of extreme dynamic pricing relating to the sale of Oasis tickets. Measures could include a cap and a [...]

  • Sport sponsorship: Best deals, who’s investing and 2025 growth

    January 5, 2025

    As 2025 kicks off, the sports sponsorship landscape is brimming with opportunity. New trends are emerging and the environment is ripe for seasoned sponsors to make bold investments promoting new brand offerings. With Premier League clubs preparing for life after gambling sponsors and athlete-driven media platforms gaining traction, the industry is undergoing a transformation that [...]

  • Sport in 2025: A rallying cry to London, Mayor Khan and Londoners

    January 2, 2025

    For at least the past five years it has felt as if London was disappearing off the global sporting stage. The capital may boast the Home of Cricket, 17 professional football clubs and five stadiums with a capacity of over 50,000 but huge sporting events have sought refuge in the likes of Saudi Arabia, the [...]

  • Ratcliffe, IPL and Littler: The City AM Sport 2024 year in review

    December 31, 2024

    It was the year that was in sport; when iconic athletes retired, major brands made fascinating choices and one pole vaulter was knocked out of the Olympics because of his hefty package. The 12 months that made up 2024 weaved the retirement of cricketer James Anderson with the iconic breakdancer Raygun, it saw a German [...]

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