Being a smaller sporting brand can be tough. The odds seemed stacked against you when comparing yourself to the Adidas’ and Nike’s of this world. Macron (not named after the new French President, more on that in part two) is an Italian brand founded in 1971. Back then it was a distributor of American sportswear brands in Italy. By 1994, it began to expand rapidly and by 2001 had just won the sponsorship of its first professional sports team, Bologna FC, which it still sponsors now.
You might remember my recent post of the rise of the women’s game across the world. It focused heavily on beauty brand Avon signing a historic deal to sponsor Liverpool women’s football team. It was a first of its kind type of deal, in which Avon became the first female brand to sponsor a women’s professional football team and also becomes Liverpool’s first independent shirt sponsor to that of its male counterpart.
You might have seen the news last week that beauty brand Avon has became official sponsor to Liverpool women’s football team. If not, let me tell that the three year deal is truly groundbreaking for a number of reasons and a great sign for women’s football’s health in general.
Most fans probably aren’t aware that Any Given Sunday gave Under Armour its first big break on a global stage and actually helped the company’s sales to grow nearly five times faster than the previous year, to $5 million.
BusinessOfSport.Net sat down with Rory Sheridan, Head of Sponsorship for Diageo in Western Europe, this week to discuss Guinness’ current priorities regarding sports sponsorship, how it is performing and where it might be heading next.
With the Formula One season returning in the coming weeks, the sport faces to huge changes, which may be unprecedented in its 67 year, championship history. This is thanks to long-time owner (nearly 40 years at the wheel) and force-of-nature, Bernie Ecclestone selling the F1 brand to Liberty Media , in a deal worth $8 billion.
Back in July last year, stunning news emerged that the Ultimate Fighting Championship (UFC) was being sold for an eye-watering $4 billion to William Morris Endeavor-International Management Group, (WME-IMG), one of the biggest representation firms in […]
To football fans 1997 must seem like a lifetime ago. The mercurial Eric Cantona would unexpectedly announce his retirement from the sport, while the Brazilian legend Ronaldo would shatter the world transfer record fee, moving from Barcelona to Inter Milan for a then whopping £19.5 million. It was also the first year that Deloitte, the financial services giant, would publish its ‘Football Money League’ report detailing which clubs earned the most money in the last season.
Jaws dropped that Chelsea attacking midfielder Oscar was joined Chinese side Shanghai SIPG for a stunning £52 million. Why?
Many eyebrows were raised two weeks ago when Under Armour, the upstart sports clothing brand announced a ten year deal to become the exclusive and official uniform provider to America’s Major League Baseball (MLB) from 2020 onwards.
BT Sports deal with boxing promoter Frank Warren could be a game changer for the sport in the UK and threaten rival promoter, Eddie Hearn’s decade-long supremacy in the sport.
2016 has turned into a momentous year for sports, just not so much on the field. It can finally be christened the when sports, much like TV series, went finally online. There as so many […]