Liberty Mutual refocuses USOC deal on sales
US-based life insurance brand Liberty Mutual has renewed its partnership with the United States Olympic Committee for the 2017 to 2020 Olympic cycle, despite disappointing sales results from its last campaign.
AB InBev takes plunge into esports with Bud Light
Anheuser-Busch InBev has made its first foray into esports with a combined live event and gamer-related sponsorship built around its Bud Light brand.
TAG Heuer seizes Premier League deal, rivals hold fire
TAG Heuer has become the Premier League’s first Official Timekeeper and Watch Partner in a three-year deal from 2016-17 to 2018-19 understood to be worth CHF8m (€7.2m/$8.1m) per year.
Interview with John Kristick, global chief executive, ESP Properties
Last year, the WPP-owned advertising company Group M, launched the rights holder-facing ESP Properties under its new global agency brand, ESP
Accenture: Big data key to sponsorship effectiveness
Professional services group Accenture is using sponsorship as a customer acquisition tool in tandem with big data in a strategy far removed from its high-profile sponsorships in golf and Formula One from…
AB InBev: Focus on exclusivity, player access and experiential assets
Brewing giant AB InBev, the biggest sponsor in world sport, wants to correct the escalating market in beer sector rights fees and will no longer ‘play ball’ with rights-holders who refuse to provide the…
IEG 2016: Technology and the triumph of experiential marketing
IEG’s four-day conference from Sunday to Wednesday last week in Chicago, was uplifting, exhausting, buoyant and mind-bending.
Sponsorship the key to cycling data rights monetisation
Sponsorship is likely to be the main short-to-medium term revenue opportunity from the partnership between the Velon group of UCI WorldTour cycling teams and the Infront Sports & Media agency signed last…
THW Kiel deal supports Star’s expansion in Germany
The German subsidiary of the Polish oil and petrochemicals group PKN Orlen will take over one of Europe longest- running shirt sponsorships at German handball club THW Kiel next season
Indeed extends International Champions Cup partnership
Global job site brand Indeed has renewed its second-tier partnership with the International Champions Cup pre-season football club series on a regional basis in North America and Australia