Analysis
United adds another telecoms partner
ENGLISH PREMIER League champions Manchester United have added another telecommunications partner to their burgeoning sponsorship portfolio in a two-year content deal with Arabic mobile company, Du
Rolex takes a risk with Tiger tales
SINCE THE REVELATIONS surrounding his personal life first emerged in November 2009 Tiger Woods has not won a single tournament and has recently fallen out of the Top 50 in the world golf rankings for the…
BUPA improves health of Australian cricket
BRITISH-BASED healthcare firm BUPA has signed up to be the official healthcare partner of Cricket Australia for the next three years
Panasonic signs eight-figure MLS/US Soccer deal
CONSUMER ELECTRONICS giant Panasonic has expanded its commercial relationship with soccer in the United States by signing a multi-faceted, three-year sponsorship agreement with Major League Soccer (MLS)…
StanChart boss takes aim at Europe’s banking regulators
STANDARD CHARTERED Bank is an anomaly. The Liverpool FC sponsor is headquartered in London, has the bulk of its operations in Asia and is booming compared to rivals
Visa to dial-up new Samsung mobile technology for 2012 Olympics
IOC TOP SPONSORS Visa and Samsung have joined forces to launch an NFC phone in time for London 2012
Sony in talks to buy out Ericsson stake
ELECTRONICS GIANT Sony is reported to be talking to Ericsson about buying out its stake in their mobile phone joint venture
Emirates to back low-level ‘flight’ across the Thames
SPONSORSHIP HAS got to be paying off for Emirates the Dubai-based airline
Pepsico Fire and Ice campaign shows benefits of multi-brand strategy
WHEN PEPSCICO announced it was almost doubling its NFL sponsorship from 2012 on the back of additional brands in its portfolio eyebrows were raised in the Frontiers office
Mercedes-Benz names New Orleans venue
THE LOUISIANA SUPERDROME, home to NFL team the New Orleans Saints, will now become the Mercedes-Benz Superdome as a result of a new naming rights deal with the German car manufacturer
Cellphone wars heat up in Egypt
UAE-BASED MOBILE telecoms firm Etisalat has ousted rival Vodafone to become the new shirt sponsor of Egyptian football giant Al Ahly. Etisalat Egypt has paid a reported US$22
One way to activate a sponsorship…
A GIANT WOOLEN England shirt was revealed in Auckland this week by England rugby sponsor O2 as part of its “ShearforEngland” campaign, which is encouraging fans to support the team via twitter. Th
Positive vibes for Mercedes-Benz Superdome
JUST A FEW DAYS after the deal was closed, the investment in renaming the Louisiana Superdome has paid off for Mercedes-Benz
Time to shine for Tiger Woods
FORMER WORLD number one golfer Tiger Woods has signed a long-term agreement with Swiss watchmaker Rolex in his first major endorsement deal since revelations about his personal life left his professional…
Five more Goodyears for NASCAR
OHIO-BASED TYRE and rubber company Goodyear has renewed its sponsorship deal with NASCAR for a further five years to see the agreement between the two American institutions through 2017
Xtep takes next step on marathon trail
XTEP INTERNATIONAL Holdings Limited, the Chinese sportswear brand, has added the Standard Chartered Hong Kong Marathon 2012 to its growing portfolio of marathon-based sponsorships
Puma gets into gear with Indian Grand Prix
THE PUMA SPORTS and lifestyle brand has signed a partnership agreement for the up coming Indian Grand Prix as the official merchandise sponsor of the Buddh International Circuit for all its motorsport…
Eurostar rings the changes ahead of London 2012
TALK TO SOME of the other commercial partners of the London Olympic games and Eurostar remains an enigma