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.
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.
Global recruitment specialist Hays is using partnerships within the City Football Group (CFG) portfolio to increase brand awareness and engagement, Sholto Douglas-Home, chief marketing officer told Sports Sponsorship Insider.Read on
Performance bicycle manufacturer Bianchi is targeting a set demographic through its sponsorship deals with the UCI WorldTour Belkin Pro Cycling Team and UCI Continental Circuits Androni Giocattoli-Venezuela Team.Read on
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
The global appeal of football is central to payment services company Western Union’s deal with the Uefa Europa League but the brand is considering refining its portfolio to reach more consumers in North America and Asia, Marc Audrit, vice president, global brand for Western Union told Sports Sponsorship Insider.Read on
Active engagement with its products in order to create authenticity and improve the brand’s reputation in sport is the key driver behind nutrition company Herbalife’s sponsorship programme, Brian McKinley, senior director of corporate alliances at Herbalife, told Sports Sponsorship Insider.Read on
Payment systems company MasterCard is using its sports sponsorships as part of a consumer-based marketing strategy despite a lack of direct consumer operations, Ann Cairns, president, international markets for MasterCard, told Sports Sponsorship Insider.Read on
Boston-based global insurance company Liberty Mutual Group has a diversified and varied portfolio of sponsorship assets and partnerships in 26 different markets around the world. Its Irish division is using an innovative sponsorship around Gaelic sports to show its commitment in a new market.Read on