Hugo Boss recommits to sailing flagship, splits sponsorship budget

Carmaker Audi’s far-reaching involvement in winter sports sits as one of four cornerstones in the brand’s wider sponsorship approach, Florian Zitzlsperger, head of sports marketing at Audi, told Sports Sponsorship Insider. The three remaining cornerstones in Audi’s wider strategy are: motorsport, football and golf.

Luxury carmaker Mercedes-Benz uses its sponsorships in football to increase global brand consideration and perception but uses its other agreements to directly target potential customers.