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Major League Success

The global football landscape may just be about to change. A decade ago, Major League Soccer found itself on the brink of oblivion with dwindling attendances and just 10 teams nationwide. Fast forward...

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Our Favourite Things Of 2013

The last week before Christmas gives us a great excuse (not that we need one) to remind ourselves of some of the campaigns, films, stunts, tech, social and experiential activity that really caught our...

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Red Bullies? Why Red Bull’s Ownership Model has Caused a Stir in German Football

RasenBallsport Leipzig may translate to ‘lawn ball sport’, but once you factor in their club crest (shown below), stadium (Red Bull Arena), and owners (Red Bull GmbH), it is quickly apparent that they...

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The Portfolio Puzzle

As tennis’ top 8 prepare to close out the year at the Barclays ATP World Tour Finals in November, Djokovic, Nadal and the like will almost certainly review what went well (and what didn’t) in 2014....

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A year like no other: Synergy’s 2014

As another year comes to an end, now seems a suitable time to reflect on a whirlwind 12 months for Synergy. Here we outline some of our most innovative work in 2014, what the wider implications are for...

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Whose Name’s on The FA Cup?

Since Budweiser’s decision to withdraw from its £9m per year deal at the end of last season, The FA Cup has been without a main sponsor, with the FA as yet to find a suitable replacement lead partner...

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Liverpool Seeking 50% More From Shirt Sponsors As Gerrard Exits

Tim Crow talks to Bloomberg about Liverpool’s reported price tag of £30m per year for its next shirt sponsorship contract. To read the article, click here.  

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Should Sponsors Resist Contractual Activation Guarantees?

In modern sponsorship, success is most frequently characterised as being about win-win partnerships, where both sponsor and rights holder benefit from the shared value created – in other words, the...

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Football365: Has football embraced the year-round calendar?

For many football fans, the 2014-15 Premier League season was a fairly unremarkable one, with Chelsea crowned champions with three matches to spare. With the action now over, some players will enjoy a...

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Why The Premier League Killed Title Sponsorship – And Now Needs A Purpose...

I wasn’t surprised by the Premier League’s decision to discontinue title sponsorship when the current Barclays deal ends next season. The League’s TV riches and the bigger clubs’ sponsorship earning...

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Why The Ryder Cup Is A Sports Marketing Phenomenon

There's golf, and there's the Ryder Cup. Like nothing else in golf, it dominates the headlines, courts controversy, ignites social media, and draws in millions of non-fans. So how did what started as...

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Women’s Sport Week – 2016

This week we are celebrating Women’s Sport Week #WSW16 with a take-over of our blog & social channels.We are passionate about raising awareness of, and reducing, the gender gap that exists in...

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Women’s Sport Week

There is nobody better placed to talk about Women’s Sport Week than the CEO of Women in Sport, Ruth Holdaway. Ruth took up her role as Chief Executive of Women in Sport in November 2013 and since...

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Changing Perceptions in Women’s Sport

On Monday 26th September there was a picture on the front page of the Guardian showing Manchester City Women celebrating the moment they became WSL Champions. On the front page. Now that is a step in...

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Women’s Sport Week 2016

In our second instalment of special guest interviews to celebrate Women’s Sport Week 2016 we spoke to Baroness Sue Campbell, Head of Women’s Football at The FA. A former England netball player and...

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Women’s Sport Week 2016

Taking over our blog today, in honor of Women's Sport Week, is Anna Kessel, renowned sportswriter for the Guardian and the Observer, as well as Chair and co-founder of Women in Football. In June, Anna...

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Gold in Rio. What Does this Mean for Women’s Hockey?

Ever since I picked up my first hockey stick at the age of 12, I was hooked and the aspiration of playing for my country was born. To watch the Team GB women win gold in Rio and stand on the podium...

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Two Steps Forward, One Step Back – WSW16

Sitting in the audience at Monday's launch event for Women's Sport Week, I couldn’t help but feel the momentum behind the profile and awareness of women’s sport. We are moving in the right direction....

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Bose F1 Garage Experience: The Power of Sound

Can the power of sound take you somewhere you’ve always wanted to go?Can Virtual Reality, without the visual component, be just as immersive?Bose is convinced that the answer to both of these...

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Why Brands Aren’t Buying The Olympic Stadium Sponsorship

Naming rights sponsorships of major sports stadiums and entertainment arenas are something with which we are all very familiar. What began as a US phenomenon in the 1970s and 80s, as brands took the...

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