Will Partington

Mobile phone manufacturer Vivo’s growing Chinese market share was key to its deal to become the Official Mobile Phone Partner of the NBA in China and replace domestic rival ZTE.

Consumer electronics company Panasonic’s existing retail supplier arrangement with carmaker Jaguar Land Rover proved key to its title sponsorship deal with the new Jaguar Formula E team.

Nigerian Breweries, a subsidiary of Dutch brewing giant Heineken, is set to spend close to $20m (€17.9m) in football sponsorship for its Star Lager brand in the next five seasons in deals agreed this summer with Nigeria’s football league and a group of top European clubs.

German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.

The German Olympic Committee (DOSB) has increased the value of its sponsorship portfolio for the 2013-16 cycle, but has failed to meet revenue expectations over the last decade, according to the organisation’s president Alfons Hörmann.

Falken Tyre Europe, the European division of the Japanese tyre manufacturer, said that it had invested in the package of 2015-16 Bundesliga play-off games and the DFL-Supercup to help create a “big bang” of media exposure at a critical time of the year for the business in Germany.

Sporting goods manufacturer Hungaria is using sport sponsorships as part of a relaunch strategy to increase brand awareness and merchandising opportunities.

THE LOGISTICS CATEGORY is dominated by three global brands with a strong presence in sports sponsorship. These are US-based operators UPS and FedEx and Germany-based DHL, which is part of the wider Deutsche Post organisation.