Brands' sports sponsorship strategies under the microscope, including information on target sports, target markets, decision-making executives, brand objectives and previous sponsorships.
Low-cost airline AirAsia has signed sponsorship deals with leading mixed martial arts and surfing organisations to help grow the brand in important Asia-Pacific markets such as China and Australia.
Dell Technologies is using sports sponsorship to grow awareness of the brand and its products and services following its creation in the merger of personal computer brand Dell and the EMC software brand in 2016.
Chinese telco China Unicom has become a domestic partner of the Beijing 2022 Winter Olympic Games to showcase its smart technology and raise its brand profile versus rivals China Mobile and China Telecom.Read on
Rolex-owned luxury watch brand Tudor has added sponsorship of World Rugby to its deals with the New Zealand All Blacks and high-profile sporting and celebrity ambassadors to build a brand identity distinct from its parent company.Read on
German luxury car brand BMW has upped its investment in the Formula E motor racing series to promote the BMW i range of hybrid and electric cars and claim a leadership position in the fast-growing e-mobility sector.Read on
Payment services brand Visa has put digital content at the heart of its renewed Worldwide Paralympic Partner agreement with the International Paralympic Committee, as it aligns with the sport’s values of inclusivity, diversity and acceptance.Read on
Santander Consumer Bank, the German subsidiary of Spanish banking group Banco Santander, has renewed its second-tier partnership with Bundesliga club Borussia Mönchengladbach to communicate values of fairness and social engagement that are sharedRead on
Switzerland-based online financial services company Swissquote recently renewed its global partnership with Premier League football club Manchester United. The brand is the club’s Official Forex and Online Financial Trading Partner.
Chinese e-commerce giant Alibaba wants to build more partnerships and collaborations with international sports federations and leagues as it pursues multiple sporting goals around economic and social development in China, ecommerce and the creatioRead on
Global logistics company United Parcel Service (UPS) is using its sponsorship of the Ferrari Formula One team to connect with business-to-business customers in both developed and developing markets worldwide.
US-based franchise restaurant chain Subway is using the NFL's international appeal to engage with its franchisees and local communities, promote grassroots activity and amplify the values of the brand in the UK.
German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales.
Telecommunications company Vodafone hands responsibility to its national and regional marketers to identify which sports properties best fit the brand's ambitions in the territories in which it operates.