Sky Bet ups stake in Football League title sponsorship
Online sports betting company Sky Bet is understood to have had a late change of heart about the value of its title sponsorship deal with the English Football League, clearing the way last month for a renewal of its deal.
Toyota pays record fee for Paralympic rights
The International Paralympic Committee (IPC) has brokered its most-valuable sponsorship deal to date in a nine-year Worldwide Partner agreement with carmaker Toyota.
The Big Mac
McDonald’s corporate director of sports marketing in Latin America, David Grinberg, talks about his journey from a sports journalist to the head of sponsorship activation for the 2016 Olympic Games.
IOC frees BOA to make Aldi supermarket deal
German discount supermarket chain Aldi has signed a four-year deal with British Olympic Association (BOA) for the Official Supermarket rights to the British Olympic team, covering the 2016 Summer Olympic Games in Rio and the 2018 Winter Olympic Games in Pyeongchang.
Puma’s FIGC extension breaks €20m-per-year barrier
Sporting goods brand Puma has extended its sponsorship of the Italian Football Federation (FIGC).
AB InBev’s exit from MLS lets in Heineken USA
Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.
Heineken takes a chance on revamped European rugby rights
Premium lager brand Heineken took a “leap of faith” in deciding to sponsor European club rugby’s revamped, elite tournaments because it had doubts about the organiser’s commercial concept, Hans Erik Tuijt, global activation director of Heineken International, told Sports Sponsorship Insider this month.
Glasgow 2014 beats Commonwealth sponsorship record
Industry experts have labelled sponsorship sales for the 2014 Commonwealth Games in Glasgow a success after the event closed on a number of supplier deals this month to complete its programme and reach record Commonwealth revenues.
Heineken: Interview with Hans Erik Tuijt, global manager for Heineken Activation
Hans Erik Tuijt, global manager, Heineken Activation, has told Sports Sponsorship Insider of his hope that European clubs and rugby unions will come to a consensus on the future of the Heineken Cup that will prevent an Anglo-French breakaway competition.
Serie A generating €26m per year from sponsorship
Serie A, Italy’s top football league, is understood to earn about €26m ($35.3m) per year from central sponsorship revenue, more than eight times the amount earned by the Italian second tier, Serie B.