Analysis
Chery Automobile secures UK broadcast idents in EPCR deal
Chery Automobile has become the first ever car brand to sponsor European Professional Club Rugby’s Champions Cup and Challenge Cup because it believes the competitions offer a broad platform to reach affluent consumers.
Team sponsors show up for NFL Munich Game
NFL teams with Germany market rights laid the groundwork for increased sponsorship activity at the NFL Munich Game.
‘No Place like Chrome’ – Google Chrome and McLaren F1
Google Chrome activated its McLaren F1 sponsorship rights by engaging both avid and casual fans of the motorsports series at the Austin and Las Vegas Grands Prix.
Global NFL deal allows Cisco to unite US and European assets
Rob McQueen, Cisco’s vice president, global sponsorship, explains why the company prefers tailored sponsorship packages that demonstrate the full scope of its capabilities and seeks product advocacy from its sports partners.
Emirates builds market share with US Open extension
The Dubai-based airline has doubled the number of US cities it flies to since first sponsoring the US Open in 2012.
Uefa aiming to double women’s football sponsorship income
Uefa and the Two Circles agency are aiming to more than double the sponsorship income from the federation's women’s football programme in the next commercial cycle having reconfigured the packages available to brands.
BKT gains traction from Ligue 2 activations
Indian tyre brand BKT has relied on a tried and tested activation strategy to promote its relationship with France's Ligue 2 and reach consumers of agricultural and specialised tyres.
‘Invisible’ brand Vodafone looks to rugby for cut through
Brand director Maria Koutsoudakis explains how Vodafone UK's initial foray into rugby has expanded into multiple deals.
US tourism sector fuels NFL UK sponsorship growth
The US tourism sector continues to drive value for the National Football League’s international sponsorship portfolio. SportBusiness Sponsorship speaks to Michelle Webb, vice president, international, about the league's regional sponsorship approach.
Allianz targets ‘rugby mums and dads’ with Twickenham stadium deal
Allianz is planning a series of grassroots and community rugby initiatives to support its naming rights agreement with Twickenham stadium, as it bids to ‘elevate its brand’ with a target market of commercial and personal lines customers in the UK.
Storytelling and experiences central to Verizon sponsorship approach
Nick Kelly, vice president sponsorship and partnerships at Verizon, explains how the company uses its sponsorship portfolio to reward customers and showcase its connectivity services.
JSX targets lift-off from College Basketball Crown
Public charter jet service JSX aims to grow its brand across the US as a founding partner of College Basketball Crown, a new postseason tournament, organised by AEG and Fox Sports.
Atlético wins soccer beauty parade with Riyadh Air stadium deal
Riyadh Air will use its stadium-naming agreement with Atlético Madrid to build brand awareness ahead of its planned launch in 2025 as Saudi Arabia's more premium and western-focused airline.
McLaren performance hub central to Optimum Nutrition’s sports strategy
Optimum Nutrition believes the recent opening of a new performance hub for the McLaren Formula 1 team will broaden its consumer base and reach.
Binance returning to sponsorship after turbulent year
SportBusiness Sponsorship speaks to Sarah Dale, global head of partnerships for crypto exchange Binance, on why football and F1 are top of her priority list.
Kraken’s trio of sleeve deals driven by reach and experiential rights
SportBusiness Sponsorship provides detailed analysis of crypto exchange Kraken's three sleeve sponsorship deals with Tottenham, Atlético Madrid and RB Leipzig.
Red Bull gives Torino wings with creative activation plan
SportBusiness Sponsorship speaks to Lorenzo Barale, commercial director for Torino FC, about the club's recent sponsorship deal with Red Bull, one of several agreements in football recently signed by the brand.
Unilever sees benefit of multi-brand sponsorship approach
SportBusiness Sponsorship speaks to Willem Dinger, global head of sport and entertainment partnerships at Unilever, and Kathryn Swallow, global brand vice president for the company's Rexona deodorant brand.