Dubai-based airline Emirates has made its first sponsorship investment in professional cycling by signing a four-year deal as co-title sponsor of the WorldTour cycling team formerly known as Lampre-Merida.
Luxury carmaker Jaguar first partnered with the Team Sky ProTour cycling team in 2010 when the brand joined as a third-tier Official Supplier. Given Jaguar and Team Sky’s shared beliefs, and the importance to both organisations of the relationship between man, machine and road, it was a fitting partnership.
Many brands match their rights fee when allocating budget for activation and, with the importance of activation rising as the number of channels in which to work increase, where that money is best spent is often an issue for debate.
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