From marketing, sponsorships and brand partnerships to digital activation and hospitality services, the opportunities for brands investing in sports are infinite. Discover from the case studies below how some of the industry’s biggest brands have successfully harnessed the values and passion points in sport to engage with fans and build brand loyalty.


Aug 18, 2020

Emerging from Covid-19: 5 reasons to be optimistic about the sports industry

Adrian Staiti, APAC President of sports marketing agency SPORTFIVE challenges the cautious outlook for the sports industry and suggests how a better normal will flourish once markets come out of the pandemic.

Aug 4, 2020

SPORTFIVE and Supponor extend partnership

Global sports business agency SPORTFIVE and global leader in virtual advertising technology and solutions for live broadcast sports Supponor have agreed to extend their cooperation – which has been in place since 2017 – by a further three years.


Sep 24, 2019

The $ense & sensibility of esports

Malcolm Thorpe, VP of business development at Lagardère Sports - Asia, on the latest esports trends.

Jul 15, 2019

China’s 'Belt & Road' sporting ambition

From mass participation events to classical sport and the now ubiquitous esports, here are the biggest sports and fitness trends in China that brands should pay close attention to.

May 8, 2019

Virtual advertising rewrites the rules

How Bundesliga top dog Borussia Dortmund and Lagardère Sports are using virtual advertising to open new channels for brands to get hyperlocal with fans

Mar 11, 2019

Grand Sport finds its footing with the AFF Suzuki Cup

With its first regional sponsorship, Thai sports apparel brand Grand Sport found the sweet spot, adopting digital-driven strategies to win big with the sport it knows best.

Jul 6, 2018

How to win in esports? Be authentic, like everywhere else

Following Lagardere Sport’s commercial deal with Singapore esports club Team Flash, head of esports Andre Flackel explains why the digital gaming world is so important to the agency.

Jun 19, 2018

With esports, SAP sees a game-changing opportunity

SAP gets into the game with purpose and commitment by partnering with Team Liquid—a leading global esports organisation and current champion of The International 7.

Jun 19, 2018

What's that jumble of Chinese characters at the World Cup?

Your comprehensive guide to the official and unofficial Chinese sponsors on display at the World Cup — and what their presence says about China's long-term football ambitions.

Jun 15, 2018

Esports: the newest battleground for brands

Opportunities abound in the esports space but brands need a clear strategy and reliable measurement methods, finds Nielsen.

Jun 13, 2018

Twitter ready to kick off global World Cup conversation

Maya Hari says the platform is primed for football fever through new content partnerships and its position as “the world’s 24/7 sports bar”.

May 30, 2018

How Singapore Tourism Board is bringing the city’s stories to life through sports ...

Activating experiences around premier sporting events—including the WTA Finals—the city-state is establishing itself as a global sports and lifestyle destination.

May 8, 2018

For BNP Paribas, Singapore’s centre court has been a smash hit

As title sponsor of the WTA Finals in Singapore, BNP Paribas has increased brand awareness, championed sustainability and helped connect APAC communities.

Mar 21, 2018

South Korea strikes gold with post-Olympic wins

Amicable efforts to reconcile shown by South Korea and North Korea have worked in the favour of the former.