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Welcome to the Sports Loft Podcast, where we talk about the intersection of sports, technology and entertainment. Hear from the founders, investors and industry executives about the companies they’re building and their vision for the future of the sports and media industry.
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Tuesday Mar 12, 2024
The evolution of sports sponsorship
Tuesday Mar 12, 2024
Tuesday Mar 12, 2024
This week’s episode delves into the intersection of sports, technology and sponsorship with industry experts Jason Saiban, a partner at Charles Russell Speechlys, and Sally Moore, the global sponsorship lead at Sage.
The conversation focuses on the evolution of sports sponsorship, exploring how new technologies are providing additional rights and diverse activation opportunities for sponsors. Our two guests bring unique perspectives, with Jason specialising in commercial contracts, technology, media and law, while Sally oversees Sage's sponsorship portfolio, including partnerships with MLB, Six Nations rugby and The Hundred cricket.
Our favourite bits include Sally explaining the differing strategies behind why Sage is engaged in sports in multiple markets, and Jason’s explanation of how the US and UK contrast when it comes to contract law around such sponsorships.
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