HomeBlogAthletics

Seven Summer Deals

It has been yet another excellent sporting summer and an excellent summer for sports sponsorship. This month's Insider brings you seven of the top sponsorship stories from August.

In this issue, reporter Steven Slayford speaks to Iaaf general secretary, Essar Gabriel, about the organisation's ambitious plans and search for more Official Partners and a Diamond League title sponsor.

This issue also reveals that betting company Sky Bet’s new five-year title sponsorship deal with the Football League sees the league receive a lower annual base figure of £6 million compared to the £7.2m per year that energy provider npower had paid from 2010-13.

But the Football League is certain that the agreement will represent greater value in the long-term after striking a deal with Sky Bet that will see them receive a percentage of fans’ betting losses.

Matthew Glendinning reports on ASO’s renewal talks with two of the Tour de France’s top tier partners, carmaker Skoda and food processing company Nestlé, as they look to seal contracts worth €3m-plus each.

Glendinning also talks to Fiba about how the 2014 Basketball World Cup is set to see sponsorship revenue move past the €10m mark.

Also in this issue, reporter Robin Jellis talks to the International Swimming Federation (Fina) about their new Official Partner in Chinese lighting company NVC Lighting from 2014.

He speaks to the Badminton World Federation about their plans to fill the two remaining slots of a new sponsorship tier that has already generated a combined $6m (€4.5m) per year from drinks company Red Bull China, sportswear company Li Ning and carmaker Chery.

Jellis also explores the move of tyremaker Bridgestone as $7m per year title sponsor of South America’s Copa Sudamericana to $15m per year title sponsor of the Copa Libertadores. He then looks at how the Sudamericana has secured a new title deal with oil and gas company Total.

All this, plus a special feature rounding up the latest properties on the market and you have your fifth issue of Sports Sponsorship Insider.

You need to have a subscription to access this content

If you would like more information on our Sponsorship product please contact our sales team

Already have an account? Sign in here

Most recent

Formula 1 has added at least $78.5m (€72.1) in sponsorship portfolio value via four new deals announced over the last two months, SportBusiness understands.

With mascots excluded from stadia after the Premier League's restart in June 2020, Spurs mascot sponsor Kumho Tire pivoted to develop a virtual junior mascots program.

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…