Category Archives: The Leader

Microsoft & Deutsche Telekom: Bringing sponsorships to life through creative activation

Technology and telecommunications companies have increasingly used sport to leverage their products and services, but the future of such collaborations should focus on opportunities surrounding data, according to the final Leaders in Sponsorship conference session. Henning Stiegenroth, the Senior Vice-President … Continue reading

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SportBusiness Group: Upping the stakes

The United States has the most commercialised sports market in the world, but one lucrative area that teams and leagues have not tapped into is the fast-growing online gambling sector. While European sports teams have embraced partnerships with the digital … Continue reading

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SportBusiness Group: EE beats rivals to take long-awaited Wembley spot

EE beat competition from rival telecoms brands and brands from the finance sector to sign its six-year Lead Partner deal in February with Wembley Stadium in London. The deal, worth around £4m (€4.8m/$6.7m) per year including substantial value-in-kind elements, gives … Continue reading

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Bryta Schulz (Vindicia): Football Clubs Can Learn From Whatsapp and Netflix

Written by: Bryta Schulz, Senior Vice President Marketing, Vindicia What is the future of Football Clubs’ team kits, sponsorships, broadcast and tickets. Where will clubs like United, and Real Madrid go from here to fund their expensive player rosters? Clubs … Continue reading

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Google: Through the looking glass

When Dan Cobley, managing director of Google for the UK and Ireland, showed off the internet giant’s latest technological innovation at the 2013 Leaders in Sport conference in London, the anticipation in the audience was palpable. Most of those watching … Continue reading

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Peter Moore (Electronic Arts): Sports & Data in the connected world

Gaming is now mass-market. It’s bigger than films; far bigger and more engaging than music. People have grown up with computer games; the average player is older and gaming is no longer a phase they go through. And the audience … Continue reading

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