Analysis

SONY ERICSSON will commit to a second season of its Xperia Hot Shots social media marketing campaign following the success of its inaugural activation which culminated ahead of this week’s US Open.

IMG COLLEGE, a division of IMG Worldwide, and UPS have reached a groundbreaking sponsorship agreement worth $120 million over six years, giving UPS access to the largest, best educated and most affluent…

DANICA PATRICK, the popular IndyCar Series driver, has moved to the more lucrative NASCAR series in a deal that was financially fuelled by her long-term sponsor GoDaddy.com
General Insurance

INVESTEC has shifted its UK sponsorship focus from rugby to hockey and cricket in the last three months
Sporting Apparel

Sprint superstar Usain Bolt promotes the Puma brand before the IAAF World Championships in Daegu, Korea (August 27 – September 4).

GILLETTE’S TITLE sponsorship of the Brazilian World Tour, the official name for the national football team’s upcoming international fixtures, will be in place for 15 matches, Frontiers can reveal.

MANCHESTER UNITED'S £40m, four-year training kit sponsorship with logistics company DHL has rightly been described as having 'broken new ground in the English game’.

ENGLISH PREMIER League club Everton FC finally managed to secure a new signing in football’s transfer window…an official ginger beer sponsor. C

BHARTI AIRTEL, India’s largest telecommunications company, has signed as the title sponsor of the inaugural F1 Indian Grand Prix to be held in New Delhi over the weekend of October 28-30.
Personal Care & Fragrances

WIDESPREAD COVERAGE of Proctor and Gamble shaving brand Gillette signing on as naming rights partner to the Brazilian National football team may turn out to be the best part of the deal
Automobile Manufacturing

THIS GLOBAL coverage map for online buzz and mentions over the last 12 months for “Mercedes-Benz” and “golf” demonstrates how successful the luxury car brand has been in activating its major championship golf sp…

FC Barcelona released a celebratory video cartoon this week depicting new signing Cesc Fabregas piloting a plane back to the Nou Camp

HOME TO NFL TEAM the Denver Broncos, Invesco Field at Mile High has been renamed Sports Authority Field at Mile High under a new naming rights deal, August 16

INVESTEC'S FIVE-YEAR deal with English women’s hockey will not be used to piggy-back brand association with the London 2012 Olympic Games, Raymond van Niekerk, the head of global marketing at Investec, h…

O2 HAS SIGNED the biggest jersey sponsorship deal in Irish sport, reportedly paying between €12m and €14m for the right to badge the Irish rugby union team for four years through the 2015 World Cup unt…
Beer

NOT SATISFIED that its approach for Aussie beer brand Fosters was being taken seriously, SABMiller has gone on the offensive with a hostile takeover bid
Beer

THIS SHOULD BE a good week for Danish brewer Carlsberg as it announced its status as official beer partner to Arsenal Football Club in a deal likely to be worth around £10m.

IN ADDITION TO trying to recover lost ground with consumers, BP is also fighting a rearguard action with shareholders as it suffers the fallout from the Deepwater Horizon oil spill and a failed joint venture…