Coca-Cola GB’s three-and-a-half-year deal with the Premier League is the largest sponsorship deal the UK branch of the company has ever signed and the first it will activate across its entire portfolio. Ben Cronin examines why the brand is partnering with the league and what it means for the Premier League’s multi-sponsor approach.
Amlin and its specialist sponsorship agency, MEC Access, negotiated a long-term deal with the European Rugby Cup (ERC) for the two major European club rugby competitions, including title sponsorship of The Amlin Challenge Cup, backed by a media deal with Sky Sports and the appointment of Lawrence Dallaglio as a brand ambassador. This partnership concluded its fourth season in 2014.
The National Basketball Association is partnering with Apple Music and independent music label UnitedMasters to create the Base:Line playlist, which is designed to showcase up-and-coming hip hop artists
Regulation has limited the extent to which China’s sporting stars can capitalise on their sporting prowess via commercial deals. But recent rule changes by the General Administration of Sports offers new possibilities. Chen Yaolin investigates.
Malaysia’s football clubs are to be formally privatised this year, but the journey from state support to self-sufficiency looks fraught, with questions over the future of broadcasting and sponsorship revenues. John Duerden takes a closer look.