SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Sponsorship & Marketing

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3 Apr 2014

In 2005 Timberland was the Official Footwear Sponsor of Scandia Cowes Week for the tenth year running. Working with Generate Sponsorship, Timberland wanted to revitalise their sponsorship and so undertook initial consumer research to ensure that it was delivering against its objectives. The research showed that sailing provided the correct target market for the brand as well as hitting objectives such as capturing the brand essence and values, client and customer hospitality, corporate social responsibility, retail possibilities and staff incentives.

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2 Apr 2014

The VELUX 5 Oceans Race clearly illustrates how a sponsor can measure their media value to justify sponsorship spend and demonstrate clearly a positive return on investment. In the words of Michael Rasmussen, Chief Marketing Officer for VELUX Group: ”We have undertaken a thorough evaluation of the VELUX 5 Oceans 2006-2007 and saw a tangible return on investment, in terms of the internal and external objectives we set out at the start of this successful partnership.

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Article
1 Feb 2014

Mark Cameron, global brand experience director at Extreme Sailing Series (ESS) main series partner Land Rover, breaks down the company's sponsorship strategy to Matt Cutler at this year's event launch.

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4 Apr 2011

PUMA coincided its involvement with the Volvo Ocean Race with the launch of sailing as a new sports category – identifying the event as an effective platform on which it could promote its new products to a worldwide audience

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9 Apr 2010

Already involved with a range of high-profile sailing events, the OC Group created the Extreme Sailing Series to take advantage of the business and sporting opportunities such spectacles can have – creating sponsorship prospects for the likes of iShares in the process.

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