Brands' sports sponsorship strategies under the microscope, including information on target sports, target markets, decision-making executives, brand objectives and previous sponsorships.
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 sports sponsorship to engage with its franchisees and their local communities, promote grassroots activity and amplify the values of the brand.
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.
Jaguar Land Rover-owned premium car brand Land Rover is using blue-chip properties in rugby union and sailing to reinforce its brand position as an authentic brand with strong technology and innovation credentials.
Chinese consumer electronics brand Hisense has focused on brand building in key national markets but is moving towards global sports properties as its coverage and distribution network expands.
French oil and gas company Total extended its Global Partner deal with the World Badminton Federation (BWF) this year because the Asian market is key to the sales growth of its Total Quartz engine oil brand.