There's an ongoing conversation around whether businesses choose to sponsor a professional athlete, or partner with the broader sport. And as #UFC star Molly McCann explains, when a sport unifies under the sponsorship of one brand, it often the athletes who reap less of the benefits further downstream. Just as GB long jumper, Jazmin Sawyers has had to cover her adidas logos with tape at Nike-sponsored meets... In the octagon, Molly wouldn't touch a PRIME towel with a barge pole because of her deal with Applied Nutrition plc. It's clear that in the world of #sportsmarketing, there's an awful lot of hoops for athletes to jump through. It's a good thing they're athletic, really.
