Matthew Glendinning

Football

Swiss watch maker TAG Heuer, owned by French luxury goods conglomerate LVMH, agreed a multi-year deal with the Chinese Football Association.

French oil and gas company Total has extended its Global Partner deal with the World Badminton Federation (BWF), badminton’s world governing body, for three years, from 2019 to 2021.

Equestrian

SAP, the world’s largest enterprise application software company, has become the first Official Analytics Sponsor of the International Equestrian Federation’s World Cup Dressage series in a near four-year deal from April 2017 to December 2020

Multi-sport

US insurance brand Liberty Mutual Insurance Group is a top-tier sponsor of the United States Olympic Committee (USOC) and a partner of several national governing bodies in the US.

Loren Angelo, vice president of marketing for carmaker Audi of America, opened the second day of the IEG conference in Chicago with a presentation explaining how the brand had moved from a challenger in…

Jim Andrews, senior vice president at IEG and ESP Properties, opened the 34th IEG Conference in Chicago on Sunday afternoon by explaining this year’s conference name: Pivot.
American Football

A sports sponsorship needs to align with the sponsor brand's wider marketing and business strategies and directly drive business. It’s a line you hear from brand representatives at almost every sport business conference
American Football

Have we got your attention? That was the question burning across presentations on the first day of the Leaders Sport Business Summit in New York City and on the minds of an industry anxious about last year’s broadcast ratings.

American football: Oil and lubricants giant Castrol signed a multi-year extension to its partnership with the NFL
Motorsport

Allianz has add the Formula E Championship to its new portfolio of digital sports sponsorships, which includes Drone Racing League and Roborace, the world’s first driverless electric race series.