Matthew Glendinning

UK asset management firm Threadneedle Investments decided to upgrade to a global position in triathlon, having trialled the sport as a local partner of the PruHealth London Triathlon, last year’s ITU World Series Grand Final.

Sasol, the South Africa-based petro-chemical group, is looking for a marketing platform which can be tailored to it its various business-to-business strands in 37 countries,. But its head of sponsorship believes that a sporting property may not necessarily present the right model for the many and various markets it does business in.

Business analytics software firm SAS’s sponsorship of British Rowing and the elite GB Rowing team could be the first of many tie-ups with sporting organisations, Mark Wilkinson, managing director of SAS UK and Ireland told Sports Sponsorship Insider.

Online gaming company 32Red will use its recently-signed shirt sponsorship with Scottish football club Rangers to drive brand awareness, as well as consideration of the brand when sports fans choose an online gaming provider.

The Sony PlayStation gaming console brand has a limited sponsorship budget in Europe because of its Uefa Champions League commitment, but is open to additional regional or national sponsorship deals – even outside of its core areas of football and motorsports.

The music was pumping at the London Marriott Hotel in Grosvenor Square, London last night, as the UK Sponsorship Awards rattled through more than 20 award categories and three personality awards as part of the event’s 20th Anniversary celebrations.

Day three of the 2014 IEG Sponsorship Conference started at a round table with director of global partnerships for logistics company UPS, Betsy Wilson.

A round-up of the key sponsorship deals signed around the world

The Royal Dutch Hockey Association (KNHB) is generating over €4.2m ($5.8m) per year from central sponsors for its 2013 to 2016 commercial cycle as it prepares to host the men’s and women’s Hockey World Cups in May.

EE beat competition from rival telecoms brands and brands from the finance sector to sign its six-year Lead Partner deal last month with Wembley Stadium in London.

Japanese carmaker Toyota has become the first Founding Partner of the Daytona International Speedway in Florida, in a deal from 2015 to 2025.

US mobile telecoms operator Verizon Wireless has agreed to pay $12m (€8.6m) per year for the title sponsorship and ‘activation and media’ rights to the IndyCar Series, the North American open-wheel motor racing championship.