HomeBrand FocusFootballGlobal

‘We tend not to change things that are working’ | Patrick Adiba, Atos

Patrick Adiba (Photo: Atos).

Last December French technology consulting and IT services company Atos agreed a deal to become the Official Technology Partner of Uefa national team football in an eight-year deal running from 2023 to 2030. The company is also a long-standing sponsor of the International Olympic Committee.

SportBusiness Sponsorship spoke to Patrick Adiba, chief executive of Atos Major Events and chief revenue officer of the company’s Business Transformation Services division, to understand the firm’s sponsorship strategy.

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

Related Articles

Football

Haider Rafique, global chief marketing officer for cryptocurrency exchange OKX, explains why he remains bullish about crypto sport sponsorships following the FTX scandal, and why the firm is keen to build its sponsorship portfolio
Football

This season, Danish beer brand Carlsberg celebrates its thirtieth anniversary as a sponsor of Premier League giant Liverpool FC, the longest-running sponsorship deal in the English top flight

Related News

Football

The National Women’s Soccer League has named American multinational computer software company Adobe its official creativity partner in a multi-year deal.
Football

Online betting company Betfair has agreed a two-year deal to become the new main sponsor of Cruzeiro, as the Belo Horizonte club prepares to return to Campeonato Brasileiro Série A, the top tier of Brazilian …
Football

German Bundesliga club Mainz 05 has further extended its deal with shirt sponsor Profine, a windows and doors manufacturer, with the pact already representing the longest-running association with a main…
Football

Bundesliga club Borussia Dortmund has named specialized sports channel Afizzionados as its inaugural regional partner in Mexico, becoming the latest European soccer club to align with the network

Most recent

Rugby Union

Six Nations Rugby has secured an uplift in its ‘insights’ category with its most recent sponsorship agreement with software and accounting firm Sage after enhancing the package of available rights. Matthew Williams reports.
Rugby League

Kia Australia, the local subsidiary of the Korean car maker, added another significant property to its Australian sports sponsorship portfolio when it signed a three-year sponsorship agreement with the National Rugby League (NRL) in December running from 2023 to 2025.
Football

The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.
Football

AC Milan says the renewal of its front-of-shirt deal with long-standing sponsor Emirates on significantly improved terms is a reward for winning Italy’s Serie A last season and the club's return to the Uefa Champions League.