Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.
The English Football Association plans to increase its annual sponsorship revenue of around £35m (€41.6m/$55.5m) by selling newly-created global and territory-specific international sponsorship packages in its next four-year rights cycle.
One of the highest profile sponsors in sport explains what its portfolio of high value football shirt sponsorships is designed to achieve.
Arsenal’s revamped Customer Relationship Management (CRM) system played a key role in Emirates’ recent sponsorship renewal with the English Premier League club
Russian gas giant, Gazprom has an image problem that it hopes sponsorship of football will help overcome. Its approach is a case study in using soft branding initiatives to spread its influence