(Photo by Bradley Kanaris/Getty Images)

Buffalo Trace expands DP World Tour footprint after UK ‘test’

Buffalo Trace Distillery’s extension with the DP World Tour marks the first Official Marketing Partner agreement signed by the tour since it launched the category to mirror the PGA Tour’s sponsorship portfolio.
(Photo by Justin Setterfield/Getty Images)

PepsiCo’s purpose-led initiatives drive brand affinity and ‘long-term value’

SportBusiness Sponsorship speaks to PepsiCo marketing executives Adam Warner, Ciara Dilley and Mark Kirkham about the company’s sponsorship deals with the Uefa Champions League, EA Sports FC and Wrexham AFC.
(Luciano Lima/Getty Images)

‘The BKT Heartbeat Challenge’ – BKT and Euroleague Basketball

BKT Tires created the ‘BKT Heartbeat Challenge’ campaign to drive fan engagement around a ranking of Euroleague’s most vocal supporters.