Matthew Glendinning is an Editor at SportBusiness. He specializes in sports, sports business, and sports marketing, with a keen focus on hospitality and leisure, particularly in the context of hotel chains and luxury accommodations. Matthew's insights and expertise are featured in CDC Gaming Reports and SportBusiness.
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Matthew Glendinning's articles focus on sports sponsorship, brand partnerships, and revenue generation within the sports industry. His coverage heavily features press releases and private sector announcements.
Given his focus on corporate deals in the sports industry, PR professionals can reach out with newsworthy stories about significant brand partnerships, naming rights agreements, or shirt sponsorships. Companies making strategic moves to generate revenue through sports associations would also be of interest.
As Matthew primarily covers business-related aspects of the sports industry, individuals who can provide insights into financial implications and market impact of such deals could potentially capture his attention.
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Sports Illustrated Tickets has deepened its Premier League footprint, taking the naming rights to a new 3,500-capacity entertainment venue adjoining the club’s Villa Park home.
German car brand Opel has made a major move into handball by striking deals for the title rights to the Handball Bundesliga and sponsorship of the national teams.
Healthcare company Haleon has become Uefa Medical’s first ‘Health Partner’ and the second corporate sponsor signed this year to Uefa’s central programmes, rather than club and national team…
Specsavers used sponsorship rights to the Scottish national teams to tackle lower brand trust in Scotland and the perception that it is an English company.
Betting operator Betano has been named as tournament supporter of the 2026 Fifa World Cup with rights to activate in Europe and South America.
By: Matthew Glendinning
Coca-Cola’s ‘Beat the Icon’ campaign for the 2025-26 Premier League season turned a fantasy football format into a platform for Gen Z fans that delivered nearly double its engagement goals.
Würth Group has extended its long-term commitment as a major sponsor of the IHF Handball World Championships for both men and women until 2029.
Dan Rossomondo, previously CCO at MotoGP, has joined Sportfive’s leadership team in North America as the agency targets further expansion in the region.
Volleyball World expects further sponsorship revenue growth from non-endemic brands as it focuses on key markets.
The Canyon-Sram professional women’s cycling team has become the latest sports property to terminate a sponsorship agreement with crisis-hit crypto exchange Zondacrypto.
