Analysis
Aviva pays more for Premiership Rugby renewal
Glasgow 2014 builds on momentum from London 2012
Analysis of Sponsorship in Australia and New Zealand – the Example of Rugby
Australia and New Zealand not only share a geographical region, a common language and a similar history but also a sporting culture in which rugby and cricket are major sports and soccer is becoming increasingly popular. This analysis of the countries provides headline data and a deeper dive into Rugby League sponsorships.
From Paris to Beijing: Peugeot, Lacoste and Longines celebrate Roland-Garros in China
French brands Peugeot, Lacoste and Longines are all longstanding official partners of the prestigious international Grand Slam tennis tournament, Roland-Garros (the French Open).
Epstein: Euro revenues to grow by 50 per cent
Uefa, the governing body of European football, expects to generate between €450m ($581m) and €500m in sponsorship revenue from the Euro 2016 finals, up more than 50 per cent on Euro 2012.
Heineken: Champions League activation key to 100-per-cent growth target
Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.
International Paralympic Committee ramps up global partner programmes
The International Paralympic Committee is looking to double its number of global sponsors from five to ten in the rights cycle covering Rio 2016 as it cashes in on the success of London 2012.
Chinese Super League expects great leap forward from new round of deals
Chinese football’s Super League is aiming to earn $25m (€19.25m) per year from a new title sponsorship deal beginning in 2014, a 150-per-cent increase on the current deal with real estate company Dalian Wanda.
Dorna Sports looks to MotoGP model to drive sales of Superbike race title sponsorships
Dorna Sports, organiser of the Fédération Internationale de Motocyclisme Superbike World Championship, has begun marketing race title sponsorship rights based on the model of MotoGP.
Virgin Money takes centre stage in five-year transfer of London Marathon title rights
Virgin Money will pay £4m (€4.7m/$6.1m) per year over five years, 2013 to 2017, for the London Marathon title sponsorship rights, an uplift of 17.6 per cent on the previous £3.4m-per-year deal made by Virgin Enterprises in 2008.
Multicultural MLS fan-base leads to AT&T renewal
Telecommunications company AT&T last month renewed its sponsorship of North American football’s Major League Soccer to tap into the league’s multicultural fan-base and its followers in the 18-34 age group.
Naming rights deals in American Football Stadia
Location is key to signing a stadium naming rights sponsor as deals tend to be focused locally. But, just because a stadium is located in one of the enterprise hotspots in the world's most advanced naming rights market doesn't mean brands are lining up to plaster their logo over it as the NFL's 49ers have discovered. Contains data table on NFL naming rights deals.
Capital One Cup
In a marketplace where aggregators are an ever-prevalent choice for finding a credit card and there’s an increasing number of products available, credit card organisations have to fight harder than ever to make themselves heard. Capital One sought a way to differentiate its brand to increase awareness of the company as a credit card provider.