Misha Sher

Worldwide vice-president, MediaCom Sport & Entertainment
Nestle: the brand yesterday became the latest athletics sponsor to cut IAAF ties

Can the IAAF get back on track after Nestle becomes latest sponsor to sever ties?

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.

Misha Sher: the NFL has learnt to bring fans closer to the game

What brands can learn from the NFL coming to the UK

Oh what a few weeks it's been for sports fans in the UK, writes Misha Sher, head of sport in EMEA for MediaCom.

Liverpool FC is driving a sponsorship strategy of localisation with global reach

Liverpool FC and the evolution of sports sponsorship

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.

Misha Sher is the head of sport, EMEA, at MediaCom

Discovery's partnership with the IOC spells gold for brands

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.