Brands' sports sponsorship strategies under the microscope, including information on target sports, target markets, decision-making executives, brand objectives and previous sponsorships.
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.
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.
Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.Read on
Sports Sponsorship Insider speaks with Frank Boulben, chief marketing officer, Blackberry, about why the mobile handset manufacturer has entered Formula One (F1) sponsorship and what it hopes to achieve as a partner of the MercedeRead on