Ed Warner: Why sponsors should beat a path to Yorkshire November 11, 2021 Yorkshire County Cricket Club might just be the most exciting sponsorship proposition right now. Mired in a racism crisis of its own making, deserted by its full roster of corporate partners, staring down the barrel of a parliamentary select committee, investigated by the Equality and Human Rights Commission – but with a new chair and [...]
European Tour to rebrand as DP World Tour November 9, 2021 The European Tour has announced that it will rebrand as the DP World Tour from next season. The move will see the tour’s total prize money top $200m for the first time and comes amid renewed efforts from Saudi Arabia to lure the world’s top players to a new breakaway circuit. “This is hugely significant [...]
The light fantastic: How Okkulo is looking to ‘re-code’ athletes’ vision November 9, 2021 Filmmaker Mel O’Connor has had quite the story arc. He quit his job on Emmerdale and turned down work on an Idris Elba movie to follow his dream of developing an altogether different kind of visual experience. The result is a product, Okkulo, that he believes can not only revolutionise sport science but may also [...]
McLaren interview: North America, NFT’s and Drive to Survive October 22, 2021 Spanning five continents and 17 time zones, Formula 1 is a truly global sport. But with the expansion of the calendar in recent seasons and the increasing presence in the digital and online space, F1 teams are taking special interest in one market in particular: North America. McLaren are a case in point. The English [...]
Exclusive: Apex Group replaces Sandals as West Indies sponsor in six-figure deal October 21, 2021 T20 World Cup holders West Indies will today announce a new shirt sponsorship with global financial services provider Apex Group. Apex is replacing holiday company Sandals on the sleeves of the West Indies men’s cricket team, who play England in their first match of this year’s T20 World Cup on Saturday. The three-year partnership, which [...]
Jepkosgei and Lemma triumph as fans return to the London Marathon October 3, 2021 Joyciline Jepkosgei and Sisay Lemma won the women’s and men’s London Marathons for the first time as British junior doctor Phil Sesemann shocked the field to finish seventh. Over 40,000 took part in today’s Marathon, and 50,000 completed the race virtually, as crowds returned to the streets of the capital for the first time since [...]
Why athletics needs a silver bullet in the form of private investment September 30, 2021 The results are just in, and they don’t make for easy reading. World Athletics posted a small financial surplus in 2020, but only because Russia coughed up a fine for its doping misdemeanours. W hat’s worrying is the long steady decline in the reserves of track and field’s governing body. For the sake of the [...]
Exeter’s chief problem: Why did they start Premiership Rugby season without a main sponsor? September 25, 2021 Last weekend, Exeter Chiefs’ Premiership campaign began with a 34-19 loss at Leicester Tigers. Remove the result, the return of the roaring terraces and professional rugby’s big kick-off, and you may have noticed a commercial anomaly in the away side’s kit: Exeter’s shirt was missing a main sponsor. Little more than a year ago, Chiefs [...]
Exeter’s chief problem: Why don’t they have a main sponsor? September 20, 2021 On Saturday, Exeter Chiefs’ Premiership campaign began with a 34-19 loss at Leicester Tigers. Remove the result, the return of the roaring terraces and professional rugby’s big kick-off, and you may have noticed a commercial anomaly in the away side’s kit: Exeter’s shirt was missing a main sponsor. Little more than a year ago, Chiefs [...]
Emma Raducanu’s success shouldn’t be measured in dollars but in her cultural impact way beyond tennis September 14, 2021 There are two stories written when any sports star bursts on the scene in the way that Emma Raducanu has this summer. The first is about how much money they’ll earn and the second surrounds the number of people who will immediately take up the sport because of it. Both narratives are overly simplistic for different reasons. Distilling Raducanu’s sporting achievement to monetary gain – and let’s face, it [...]