Ryan Howsam: Why Staysure boss bought Legends Tour and how it can be profitable August 17, 2022 Sports sponsorship usually follows a playbook – Brand X pays to be associated with Team Y or Competition Z – but Ryan Howsam, founder of insurer Staysure, has ripped it up with golf’s Legends Tour. Howsam, a keen golfer in his youth who played off a scratch handicap, got involved with the circuit formerly known [...]
A green and gold decade: Australia prepares for spell as host of sport’s biggest events August 15, 2022 The sun-kissed nation of Australia is about to embark on a decade-long installation as the centre for world sport. Although it was beaten by Qatar to the rights to stage the men’s football World Cup later this year, the country is set to co-host the women’s equivalent as well as Rugby World Cups, a second [...]
Players as part owners: Is Cesc Fabregas’ deal with Como the future of football? August 14, 2022 As athletes transition to life after professional sport it is natural for them to consider what comes next, and such considerations were highlighted recently by Cesc Fabregas’ recent signing with FC Como. In addition to his wages, the Italian club has said that Fabregas will also become a co-owner. So could this be a trend [...]
Trevor Steven: Manchester United must use transfer window to fix serious problems August 11, 2022 The Premier League season may have started but the transfer window remains open until the end of the month – and Manchester United have already shown that they have the greatest need of the top teams to make use of the market. Sunday’s home defeat to Brighton in their opening game served up the familiar [...]
Gambling sponsors back on the up in sport despite continued threat of a ban, study finds August 4, 2022 Gambling sponsorship in English sport is back on the rise despite the threat of a potential ban, according to a new study. The number of betting companies with front-of-shirt sponsorship deals at leading clubs appeared to be in terminal decline just a year ago, having plummeted 48 per cent from 2019 to 2021. Premier League [...]
England Women set for sponsorship offers after Euros success turns Lionesses into stars August 1, 2022 The stars of England’s success at Women’s Euro 2022 could be in line for lucrative personal sponsorship deals as a result of the tournament making them household names. Lionesses including captain Leah Williamson and super-sub Alessia Russo have enjoyed greater prominence than ever as women’s football has made the front and back pages. But the [...]
Henrik Stenson reopens wounds of Ryder Cup row after winning on LIV Golf debut August 1, 2022 Former European golf No1 Henrik Stenson took a swipe at his sacking as Ryder Cup captain after winning his first event on the breakaway LIV Golf series last night. Stenson was removed as skipper of Team Europe for next year’s biennial match with the USA after confirming his decision to join the Saudi-backed, big-money circuit [...]
Kit hits the fan: Retailers running out of England Women’s shirts ahead of Euros final July 28, 2022 Retailers are running out of England Women’s football shirts ahead of the Lionesses’ Euro final against Germany on Sunday. The official England online store, kit maker Nike’s website and a host of high street retailers had sold out of all but extra-small women’s home shirts, which are priced at £75, on Thursday. “We have seen [...]
$405m LIV Golf League to launch next year as Saudi-backed circuit brings forwards its plans July 27, 2022 LIV Golf has stayed on the front foot in its tussle with the leading men’s tours by bringing forward its plans to launch a star-studded super league. It will see the Saudi-backed big-money circuit – at odds with the PGA Tour and DP World Tour over the services of the world’s leading players – significantly [...]