Analysis

Puma’s recent acquisition of several ball supplier agreements in football are part of the brand’s attempt to increase its market share in the sport through a coordinated strategy, according to global marketing chief Johan Adamsson.

KPMG has focused on women's golf to target the growing number of women in C-suite roles at major companies.

Indian cola brand Campa has secured stadium pouring rights across India’s home international matches through its new central sponsorship agreement with the Board of Control for Cricket in India (BCCI).

AEG has consolidated three of its Berlin venues into a single sponsorship deal with ride sharing and fast-food delivery platform Uber, while managing to retain one of the outgoing venue sponsors, Mercedes, in a lower-tier sponsorship role.

Carabao’s recent extension of its title sponsorship of the English Football League (EFL) Cup will see the energy drink brand become the longest serving naming sponsor in the tournament’s history.

‘United. Near and Far.’ was an integrated consumer experience campaign from Marriott Hotels and the Marriott Bonvoy loyalty programme that fused the worlds of travel and sports to engage the more than 13 million Manchester United fans in the US with British event and hospitality culture.

Sandwich restaurant chain Subway is making the UK the focus of its shirt sponsorship deal with Guild Esports, the professional esports team co-owned by David Beckham, having recently launched a major advertising push in the market.

Cadbury used the renewal of its sponsorship deal with English Premier League club Chelsea to extend its ‘Sign with Fingers’ campaign, designed to support the UK’s deaf community.

The evolution and expansion of sponsored broadcast features was key to the extension of professional services firm Aon’s ‘Official Marketing Partner’ agreement with the PGA Tour.

Motorola’s sponsorship agreement with Euroleague Basketball is designed to support the brand’s attempts to re-establish itself across Europe.

Wow Hydrate aims to use its sponsorship agreement with Manchester United to ‘elevate recognition’ among consumers and distributors and support its push into Mena and Europe, says managing director Queenie Porter.

Andrea Fairchild, senior vice president of global sponsorship strategy at Visa, says the Olympics are unrivalled in their ability to hit all of the brand’s sponsorship objectives.

US-based car rental agency Enterprise Rent-A-Car launched a bespoke and informative football content series to activate its sponsorship deal with the Uefa Europa League.

The Association of Tennis Professionals (ATP) enjoyed its most commercially successful Nitto ATP Finals yet, having exceeded €20m in sponsorship revenue for the first time.

Peloton’s Amanda Gilmore discusses how deals with Liverpool, the NBA and WNBA have supported the company’s brand refresh and increased its ability to connect with new customers.

The International Cricket Council (ICC) has enjoyed its most commercially successful Cricket World Cup to date, earning sponsorship revenue well in excess of €100m from the event.