PepsiCo’s purpose-led initiatives drive brand affinity and ‘long-term value’
SportBusiness Sponsorship speaks to PepsiCo marketing executives Adam Warner, Ciara Dilley and Mark Kirkham about the company's sponsorship deals with the Uefa Champions League, EA Sports FC and Wrexham AFC.
F1 proves enduring appeal to brands as motorsport rivals seek to close gap
The 2024 Motorsport Data Snapshot analyses new sponsorship deals and extensions announced by Formula 1, Formula E and MotoGP.
Fanatics to take over physical and online retail for R&A
Fanatics has agreed a multi-year deal with the R&A to take over the golf organisation’s physical and online retail operations.
Betano continues sponsorship push with three-year Benfica renewal
Kaizen Gaming’s international sports betting and casino brand Betano has continued its aggressive sponsorship spending spree, extending its sleeve agreement with Portuguese Primeira Liga side Benfica.
Formula E offsets sponsorship departures with new additions
Formula E CEO Jeff Dodds says the electric series has offset the loss of sponsors like Heineken, Hugo Boss and Tag Heuer at the end of last season with new sponsorship and supplier deals with Infosys, PIF and Bridgestone.
Supponor, TGI Sport to serve LatAm with remote operating hub
Virtual advertising technology firm Supponor and TGI Sport, the tech-led sports media agency part owned by Bruin-Capital, are planning to build a new remote operating centre together in South America to better serve the region.
Formula E returns to AI category with sustainability and fan-focused Infosys deal
Formula E has signed its second successive sponsorship deal in the artificial intelligence (AI) category in the space of two months, announcing a three-year agreement with Infosys.
Orsen lands Fiba 3×3 global commercial rights sales
The Orsen sports marketing agency has landed the contract to handle the commercial rights for Fiba 3x3 basketball competitions globally.
Zip tests the water with Nascar Xfinity race deal
Buy-now-pay-later application Zip marked its first foray into sports sponsorship when it became title sponsor of this June’s Nascar Xfinity Series race at Sonoma Raceway. US marketing chief Jinal Shah says the company is just getting started
Globant to showcase technology services through F1 deal
Digital consultant and software development firm Globant has agreed an Official-Partner-level deal with Formula 1 that will see it overhaul the motorsport’s mobile fan application and the pit wall system used by teams.