Brands' sports sponsorship strategies under the microscope, including information on target sports, target markets, decision-making executives, brand objectives and previous sponsorships.
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.
Irish energy utility company Bord Gais is using sponsorship with the Gaelic Athletic Association (GAA) and its All-Ireland Hurling Championship to promote its energy rewards scheme and increase positive brand sentiment among hurling fans.Read on
UK insurance company Admiral has been the main shirt sponsor of the Welsh national rugby team since 2010. Its main focus in sponsorship is to increase employee engagement and celebrate the Welsh origins of the company.Read on
Music streaming service Deezer has taken its first steps into sport sponsorship, signing deals with Manchester United and FC Barcelona, to set it apart from the competition within a crowded streaming market.Read on
Italian tyre brand Pirelli has built a sponsorship portfolio across prestige sports properties in motor racing, football and winter sports to drive consideration and preference of its top-of-the-range segments, prestige and premium tyres.Read on
Australian bank, Commonwealth Bank, is switching the focus of its Cricket Australia sponsorship from naming rights to Australia’s elite Test match properties to drive association with community and grassroots cricket in Australia.Read on
Scottish tweed manufacturer Harris Tweed Hebrides (HTH) has entered a partnership with Scottish Rugby, the national association for rugby union in Scotland, to increase brand awareness and sell a Scottish Rugby-themed product collection.Read on