Marketing matters: Olympian effort pays off for Tokyo sponsorsIn spite of huge challenges posed by the pandemic, and the $20 billion bill, research shows it was worth brands throwing their weight behind this year’s Olympic Games
Wit and charisma make McGregor the king of his sportFighter will clean up in €15 million payday bonanza for 2016, writes Rob Pearson
Sponsorship trends to watch out for in 2015As the sun sets on 2014, Rob Pearson and Joanne O’Sullivan have identified some of the sponsorship trends and tactics that will gather momentum this year