After Nestle became the latest brand after Adidas to axe its IAAF sponsorship, the IAAF faces a grim future, with things "likely to get worse before they get better". But it's not all "doom and gloom" on the horizon, argues Misha Sher, head of sport EMEA at MediaCom.
Oh what a few weeks it's been for sports fans in the UK, writes Misha Sher, head of sport in EMEA for MediaCom.
With football sponsorship entering a new phase of sponsorship and this being the last season the Premier League has a title sponsor, Misha Sher, head of sport EMEA at MediaCom, looks to Liverpool FC as an example of a team pushing new frontiers for their brand partners.
A commercial broadcaster has the potential to improve on the BBC's coverage of the Olympics, says MediaCom's head of sport for Europe, Middle East and Africa.