Matthew Glendinning

Danish beer brand Carlsberg has been the Official Beer of the European Championships since 1988. Below, Richard Whitty, senior marketing manager for football at Carlsberg, explains its brand positioning as 'the beer of football' and the activation challenges for this year's tournament.

Italian energy company Enel will not renew its ATP Tour partnership at the end of this year and will instead focus it sponsorship strategy on Formula E.

Korean tyre company Hankook aims to increase brand awareness and brand image as a premium tyre supplier in Europe through sponsorship activities that are integral to the company’s marketing strategy in the region.

English Premier League club Southampton increased the value of its main shirt sponsorship rights in the deal agreed with UK media and telecommunications company Virgin Media this month.

Global energy firm Enel Group is thought to be paying towards the upper end of the FIA Formula E Championship fee scale as the series’ new ‘Official Power Partner’.

Irish telecommunications operator Eir has extended its top-tier Senior Football Sponsor agreement with the Gaelic Athletic Association’s Football All-Ireland Championship for five years until 2020.

US-based cable television operator Comcast is targeting a young and tech-savvy audience through its sponsorship of the esports competition brand ESL North America and top US-based esports team Evil Geniuses.

Top-tier sponsorship deals made in the last two months with the national governing bodies of cricket and rugby union in South Africa reflect a shift in the commercial success, if not popularity, of these two major sports in the country.

With the European Championship in France set to dominate the sporting and sponsorship agenda for the next  four weeks, Sports Sponsorship Insider asked Tyson Henly, international head of football at PRISM, the WPP-owned PR and sports marketing agency, about the activation and ROI prospects for the tournament's sponsors.