Matthew Glendinning

Mike Sundet, VP sports and entertainment marketing for the US-based Momentum Worldwide agency speaks about the structure of the energy drink sector, its values and its attitude towards mainstream sports.

World football’s governing body Fifa has delivered its first Regional Supporter for the 2018 World Cup. the Russian banking group Alfa-Bank.

The Euro 2016 final between hosts France and the eventual champions Portugal delivered more than $20m (€18.4m) value for its sponsors across social media platforms, according to research carried out by London-based visual tracking and analytics start-up SnapRapid for Sports Sponsorship Insider.

Insurance group MS Amlin will continue to have a presence in rugby union among other sports despite its five-year commitment to the title sponsorship of the Andretti Autosport Formula E team, from 2015-16 to 2019-20.

Chemicals multinational AkzoNobel has become the first company to sign a team title sponsorship for the 2017-18 Volvo Ocean Race, reflecting a shift in the group’s development from a reorganisation phase to a growth phase.

There will be no material change to UK insurance group Amlin’s five-year Formula E team title contract with Andretti Autosport team next season, despite the brand’s acquisition by Japanese insurer Mitsui Sumitomo Insurance (MSI) mid-way through the 2015-16 Formula E season.

Online gaming operator 888 Holdings has struck one-year shirt sponsorship deals with three Championship clubs for the 2016-17 season and could do more deals as new rules in the EFL (English Football League) increase opportunities for betting brands to associate with all 72 clubs.


At the invitation of Danish beer brand Carlsberg the Official Beer of Euro 2016 and its PR agency Fuse Sport + Entertainment, Sports Sponsorship Insider experienced the brand’s activation strategy first hand in the lead-up to the quarter-final game between France and Iceland at the Stade de France.