Sponsorship & Marketing


In 2011, Telstra entered a two year agreement with Netball Australia to reach an estimated 1.2 million netball participants and their families in Australia. A national sponsorship with benefits from grassroots to elite level.

There was a need for a major platform for consumer engagement that would drive the new brand identity and strengthen and consolidate its leadership position. The Global Partnership with ICC gave LG this platform and hence it was decided to renew the sponsorship for a further term, 2008-2015. 

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. 

Seguros Pelayo were a mid-ranking Spanish insurance company with minimal experience of sponsorship in sport when in 2008 they announced they were joining the Spanish national football team’s roster of partners ahead of the 2008 European Championships.

Infiniti wanted to execute its global growth plan and required an attractive platform. Formula One offered an unrivalled worldwide footprint, and they chose the recently-crowned Formula One world champions Red Bull Racing as their partner.

Axiata was looking for ways to further build its brand awareness while pushing its other business initiatives. Total Sports Asia (TSA) worked with Axiata to explore sports sponsorship opportunities to fulfill this requirement. The decision was to move forward with badminton as the property offered the best available opportunity to create an ownership stake in a sport that is of substantial relevance in Axiata’s key markets of Indonesia and Malaysia.

Turespaña, in collaboration with Havas Sports & Entertainment, worked to identify and ultimately sponsor several athletes and global sports properties with an authentic Spanish identity: the Spanish National Football Team, the Spanish National Basketball Team, FIBA, the World Motorcycling Championship and Real Madrid CF. 

The core communication objective of the Bombardier Winter Olympic sponsorship was to increase awareness and favourably raise Bombardier’s good reputation among Canadians as a world-class design and engineering firm.

An IIHF World Championship partner since 1992, firstly as Official Car Sponsor and, since 1993, as Official Main Sponsor, the engagement between the two entities ranks as the longest standing partnership in ice hockey sponsorship history.

HUGO BOSS began its relationship with what was then McLaren International in 1981. The primary objective was to improve brand awareness and customer loyalty. Now in its 31st year, this is the longest sponsorship in Formula One history.

Cricket ranks as a favourite hobby amongst Jaguar’s target audience and the England cricket team partnership, signed in May 2010, provided the opportunity to “own” the automotive sector in the sport. England cricket entertains a similar demographic to that of prospective Jaguar owners and shares in a number of core brand values including “Britishness”.

In 2011 MTN made its first venture into the South African rugby union market through its sponsorship of the Golden Lions rugby team. MTN signed a three-year deal with the Lions and later negotiated the naming rights for the team, appropriately renaming the team the MTN Lions.

The 98 clubs in the top five European football leagues – Germany’s Bundesliga, the Premier League (England), La Liga (Spain), Ligue 1 (France) and Serie A (Italy) – will generate a combined €580.4m from

New Zealand is known on the international sporting scene as the king of rugby union, and the All Blacks have a portfolio of global sponsors to reflects that. But which other Kiwi properties provide opportunities for brands, and what is driving that?

Since its inception in the early 1990s, European football’s Champions League has become one of the most successful and well-known brands not just in sport, but the corporate world. We look at its journey.

Sponsors get maximum results working with agencies that operate globally and specialise in one sport, according to the founder of new business 1920 Golf. Matt Cutler explains why.

This month's inaugural Invictus Games in London will gather wounded former servicemen and women from over 400 athletes from 14 nations to play nine Paralympic-style sports

Should sponsors step out of the shadows and have more say over how major sports events are run?

Kevin Roberts: Can ethics be the new rights-fees for football teams?