Analysis
Telecoms

THE BETA RELEASE of the Xperia Lounge application (app) by Sony Mobile Communications promises to set a new benchmark in the use of sports and entertainment content by sponsor brands
Football
Airlines

Dubai-based airline Emirates and English Premier League club Arsenal FC have announced a five-year extension to their shirt partnership until the end of the 2018/2019 season and to the stadium naming rights…
Football
Telecoms

FIFA MAY HAVE SCORED a financial own goal with its decision to regionalise its third tier World Cup sponsorship inventory
General Insurance

HAS THE ENERGY sector’s love affair with sport peaked in the United Kingdom? Five years ago, sport’s value as a communications tool for brands in the newly-deregulated energy sector was undisputed. In
Sporting Apparel

THERE ARE FREQUENT occasions when Frontiers' loose grasp of the machinations of the money men becomes even looser and news of Nike’s disposal of Umbro is one of those times.

IN THE BATTLE for dominance of the UK’s coffee houses two giants have slugged it out on almost every high street.

THIS WEEK SAW the announcement that BP is selling its stake in its JV with TNK to Rosneft prompting Frontiers to ask whether from a branding and sponsorship perspective these names, acronyms and the history…

Cricket ranks as a favourite hobby amongst Jaguar’s target audience and the England cricket team partnership, signed in May 2010, provided the opportunity to “own” the automotive sector in the sport. England cricket entertains a similar demographic to that of prospective Jaguar owners and shares in a number of core brand values including “Britishness”.

An IIHF World Championship partner since 1992, firstly as Official Car Sponsor and, since 1993, as Official Main Sponsor, the engagement between the two entities ranks as the longest standing partnership in ice hockey sponsorship history.

In 2011 MTN made its first venture into the South African rugby union market through its sponsorship of the Golden Lions rugby team. MTN signed a three-year deal with the Lions and later negotiated the naming rights for the team, appropriately renaming the team the MTN Lions.

HUGO BOSS began its relationship with what was then McLaren International in 1981. The primary objective was to improve brand awareness and customer loyalty. Now in its 31st year, this is the longest sponsorship in Formula One history.

There was a need for a major platform for consumer engagement that would drive the new brand identity and strengthen and consolidate its leadership position. The Global Partnership with ICC gave LG this platform and hence it was decided to renew the sponsorship for a further term, 2008-2015. 

Seguros Pelayo were a mid-ranking Spanish insurance company with minimal experience of sponsorship in sport when in 2008 they announced they were joining the Spanish national football team’s roster of partners ahead of the 2008 European Championships.

Turespaña, in collaboration with Havas Sports & Entertainment, worked to identify and ultimately sponsor several athletes and global sports properties with an authentic Spanish identity: the Spanish National Football Team, the Spanish National Basketball Team, FIBA, the World Motorcycling Championship and Real Madrid CF. 

Amlin and its specialist sponsorship agency, MEC Access, negotiated a long-term deal with the European Rugby Cup (ERC) for the two major European club rugby competitions, including title sponsorship of The Amlin Challenge Cup, backed by a media deal with Sky Sports and the appointment of Lawrence Dallaglio as a brand ambassador. This partnership concluded its fourth season in 2014. 

Mars Bar entered a long term partnership with The English Football Association (FA) and players in 2009, to help increase the business performance.

Infiniti wanted to execute its global growth plan and required an attractive platform. Formula One offered an unrivalled worldwide footprint, and they chose the recently-crowned Formula One world champions Red Bull Racing as their partner.

In 2011, Telstra entered a two year agreement with Netball Australia to reach an estimated 1.2 million netball participants and their families in Australia. A national sponsorship with benefits from grassroots to elite level.