Matthew Glendinning

Operating budgets for the professional cycling teams that compete on the UCI World Tour average out at between €12m to €15m with teams typically funding much of that total from title sponsors or co-title sponsors.

Logistics company FedEx’s investment in the main sponsorship of the Uefa Europa League is linked to the brand's acquisition strategy in the European market.

Burgeoning social trading platform and forex broker eToro signed as a partner of English Premier League club West Ham United in a three-year deal, from 2015-16 to 2017-18. 

Payment services brand Visa Europe followed up official partner deals for three Formula E races by signing as title sponsor of the end-of-season London ePrix.

Payment services brand Barclaycard will replace the German arm of the telecommunications brand O2 as the naming rights partner to the Hamburg Arena at the start of July.

Luxury goods brand Louis Vuitton has added presentation rights to the America’s Cup and title rights to the World Series and Qualifiers in its renewal as title sponsor of the Louis Vuitton Cup challenger series in a two-and-a-half year deal.

Soft drinks group Coca-Cola is providing cash fee and promotional support as one of seven sponsors of the Air Race 1 World Cup, a new three-event race series, which launched, June 7, in Monastir, Tunisia.

Online gambling operator Unibet has added title sponsorship of the 2015 EuroHockey Championships for men’s and women’s national teams to deals in cricket and darts in a bid to boost acquisition rates in the UK. The  tournament will be staged this August in London at the Queen Elizabeth Olympic Park, site of the London 2012 Olympic Games.