Analysis

Formula One has struck a “cash, consultancy and supply” deal with Cyber Security 1 AB to protect the motorsports series from potential cyber threats.

DURACELL ANNOUNCED a major sponsorship deal with the National Football League (NFL) this week which will see the P&G-owned battery maker known as the “Trusted Battery Power of the NFL.”

AUSTRALIAN INSURANCE and health services provider Medibank Private has become title sponsor of the Melbourne Marathon Festival in a one-year deal

WITH THE Olympic Games taking place in our own backyard this summer, official sponsors (and LOCOG) have been working to protect the rights they have invested in

TOP TIER International Olympic Committee (IOC) sponsor Samsung has signed a three-and-a-half year deal with the Australian Rugby Union (ARU)

KOREAN CARMAKER Hyundai has signed a four-year contract with the Chinese Football Association (CFA) – paying up to 200m yuan ($31.5m) in sponsorship fees depending on the national team’s results. T

CRICKET SOUTH AFRICA (CSA) has secured a title sponsor for its One-Day events in the form of financial services company Momentum

THE DIAMOND JUBILEE and last month’s “London Prepares” event acted as dry runs for the Olympic Games on an number of levels, but were there lessons to be learned for sponsors? The c

MANCHESTER UNITED has signed a five-year sponsorship deal with General Motors which will see its Chevrolet brand become the Official Automotive Partner of the club with immediate effect

The International Cricket Council has renewed its global partnership with Chinese smartphone manufacturer Oppo at a rights fee increase of about 19 per cent

Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…

Sponsorship will represent a far greater proportion of the International Olympic Committee’s income in the four-year cycle from 2017 to 2020 because of “significant increases” at TOP partner level, Chris…

Dan Haddad, head of commercial strategy at Octagon UK, looks at the potential upside for Liverpool in switching kit supplier rights from New Balance to Nike.

THE EMERGENCE of Bushmills Irish Whiskey as an official sponsor of the Irish Open golf has underscored concerns voiced by an Irish Minister this week that the sports sector in Ireland will suffer if a…

WITH MAY being one of the most critical months for Olympics’ sponsors in the lead up to the London 2012 Games here is a quick review of sponsorship activation this month.

THE NEW ZEALAND Rugby Union (NZRU) announced sponsorship extensions with five of its major marketing partners this week

CLYDESDALE BANK has renewed its contract with England One Day International cricket captain Alastair Cook until 2017

BRADLEY CENTER, home arena of the National Basketball Association (NBA) Milwaukee Bucks franchise, will be renamed the BMO Harris Bradley Center thanks to a new naming rights deal

A BIG MILESTONE this week with the London 2012 Olympic Torch Relay setting off on its tour of the country. This is where we really see London 2012 and the Olympics come to life

NORWEGIAN ENERGY company Statoil has signed as title sponsor of the Masters Tennis event at the Royal Albert Hall, London for the next three years in a deal brokered by IMG

THE AUSTRIAN OPEN will remain on golf’s European Tour schedule for the next three years after securing a new title sponsor this week.

THE LEGAL and commercial representative for Dwain Chambers is looking for brands with "vision and foresight" to sponsor the British sprinter and reformed drugs cheat ahead of London 2012

INTERESTING TO see the adidas Ice advertising campaign this week using London 2012 hopeful Tom Daley

US SPORTSWEAR giant Nike has extended its sponsorship of the Asian Football Confederation (AFC)

SKINCARE BRAND Aquaphor was announced as the new title sponsor of the New York City Triathlon this week

TURKISH BEER brand Efes Pilsener has extended its global sponsorship agreement with basketball’s Euroleague for another three-year term.

BET365 WILL replace Stoke City's stadium naming rights partner Britannia as the English Premier League club's front-of-shirt sponsor from next season after signing a three-year deal

THE GERMAN Football Association (DFB) has agreed another long-term partnership extension after renewing its contract with beer brand Bitburger. German sponsorship website sponsors

TWO NEW non-official London 2012 brands launched athletics themed advertising campaigns this week

LIVERPOOL FOOTBALL Club of the English Premier League has signed a deal with Turkish menswear brand Ramsey, which will see the club provided with bespoke tailored formalwear for the next two seasons as…

WORLDWIDE HARDWARE wholesaler Würth has signed as an official sponsor of Team China Basketball up to and including 2014.

BRITISH DIGITAL satellite television service Sky has extended its sponsorship of British Cycling for a further four years to the end of 2016

RUSSIA’S SECOND largest mobile phone operator MegaFon has signed on as an official sponsor of the IIHF Ice Hockey World Championship.

THE NEXTGEN SERIES, a mould-breaking competition featuring tomorrow’s football superstars playing for Europe’s major clubs, has unveiled its partnership rights portfolio on the back of a highly successful ina…

SPECIALIST BANKING and asset management company Investec has extended its title sponsorship of the Derby for a further ten years until 2021, making it the biggest single sponsorship agreement in the history…

REAL MADRID has finalised a three-year sponsorship deal with Thai Beverage Plc, makers of the Chang beer brand, worth 500 million baht ($16.5 million)

ATP WORLD TOUR event the Legg Mason Classic has a new title sponsor, with financial powerhouse Citi agreeing a five-year deal for the Washington DC tennis tournament