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Long-standing Olympic sponsor Samsung has become a commercial backer of breaking, skateboarding and surfing properties ahead of Paris 2024 but sponsorship support for the sports’ governing bodies remains minimal.
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Formula 1
The 2024 season of Formula 1 got underway in Bahrain last weekend, marking the end of an off-season commercial frenzy that saw a total of 70 new and renewed sponsorship deals completed by the sport’s 10 teams.
Lucy Basden-Smith, managing partner at Havas Play UK, explores what women’s rugby union needs to take a much-needed step forward.