The Hidden Business Behind Premier League Shirt Sponsorship & The NBA’s £3 BILLION Bet on Europe

Why are brands willing to pay £60 million to put their name on a football shirt?

Colin Murray and Natalie Pirks explore what makes sports sponsorship so valuable. From a financial services company using a Premier League star to reach new markets to Crystal Palace's unexpected FA Cup sponsorship return, they unpack how brands measure the value of being part of the game.

They also look at the Premier League's gambling sponsorship restrictions, why basketball generates less than 1% of Europe's sports revenue, and the billions the NBA is prepared to invest in building its presence across the continent.

High Performance Business are also privileged to be joined by sports journalist & special guest Stuart Hodge.

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