Analysis

Football

IT software company SAP became the sixth Premium Partner of the Deutscher Fussball Bund, the German football federation, in March in a five-year deal to the end of 2017, thought to be worth around €2m (…

Global drinks group Diageo will increase its sponsorship budget by about 10 per cent per year going forward after three years of flat spending
Cricket

Central sponsorship revenue for the Indian Premier League Twenty20 cricket tournament is down by around four per cent in 2013
Athletics
Retail

Sports Sponsorship Insider talks to the Sainsbury’s boss about the brand’s presence in school and Paralympic sport – and its title sponsorship of British Athletics’ Sainsbury’s Summer Series. Sports
Tennis
Office Services & Supplies

Sports Sponsorship Insider speaks to Xerox about the company’s renewed sponsorship strategy which resulted in a three-year global partnership with the Women’s Tennis Association (WTA). S
Rugby Union
Banking

Sports Sponsorship Insider asks Giles Morgan, group head of sponsorship, HSBC, about the tough marketing decisions ahead for the international banking group
Banking

HSBC’S REFOCUS of its sponsorship budget of between $100m (€77.5m)
Sailing

THE COMMERCIAL PROGRAMME for the 34th America’s Cup in San Francisco this September has been hailed a success by its organisers despite little or no uplift in income from central sponsorships compared w…
American Football

SAN FRANCISCO 49ers is struggling to land a naming rights deal that has been earmarked to pay for a large chunk of the cost of its new stadium
Football
Beer

Brewer MillerCoors' sponsorship deals for the Concacaf Gold Cup and Concacaf Champions League in February were driven by the football tournaments’ popularity in the US Hispanic market.
Golf
Financial Services

PROFESSIONAL SERVICES company Ernst & Young, and telecommunications and consumer electronics brands are high on the target lists of the European Tour and PGA of America as they seek more sponsors for the…
Tennis
Consumer Electronics

The Women's Tennis Association is exploring selling several regional sponsorships instead of a single lead global sponsorship, having so far failed to find a replacement for Sony Mobile, its former…
Multi-sport
Banking

THE UNITED STATES Olympic Committee (Usoc) has renewed deals with 15 of its 20 previous sponsors to cover the 2013 to 2016 cycle, and is in negotiations to renew two more
Football
Beer

SPONSORSHIP REVENUE from the central partners of German football’s Bundesliga has grown by over 150 per cent in the last four years, and will increase further in 2013-14 when new deals with logistics c…
Information Technology

Sports Sponsorship Insider speaks with Frank Boulben, chief marketing officer, Blackberry, about why the mobile handset manufacturer has entered Formula One (F1) sponsorship and what it hopes to achieve…
Multi-sport
Hotels & Resorts

Sports Marketing Frontiers talks to Jeff Diskin, executive vice president, Hilton Worldwide, on the hotel group’s renewal as the official hotel company of the United States Olympic Committee (USOC) through 2…
Golf
Banking

Sports Sponsorship Insider speaks with Nuala Walsh, head of global client relations, Standard Life Investments, about the rationale for the asset management arm of the Edinburgh-based company’s move t…
Rugby Union
Banking

Sports Sponsorship Insider asks Bruce Cook, Head of RBS Group Sponsorship about the renewal of the RBS 6 Nations title sponsorship and the bank’s sports marketing plans for the future.