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Deal of the month: EDF and British Paralympic Association
French-owned EDF Energy renewed its sponsorship of the British Paralympic Association (BPA) for the next four-year Olympic cycle, 2013-2016
Deal of the month: Emirates and Formula One Management
Dubai-based airline Emirates agreed a five-year deal, worth at least $30m per year, to become a global partner of Formula One
Deal of the month: Nike and Rory McIlroy
World number one golfer Rory McIlroy was finally unveiled as Nike’s newest recruit in January, with the Northern Irishman signing a long-term endorsement and equipment deal.
Is Di Canio bad news for Sunderland’s sponsors?
Sunderland and Paolo Di Canio appear to have temporarily smoothed the waters regarding claims that the English Premier League club’s new manager is a fascist, but what damage will the undercurrent of c…
Premier League calls for a Carlsberg
Beer is big business in sponsorship, particularly in football
Continental drift for big brands
International brands smell profit in the emerging and developing markets of Asia, South America and Africa
5 Ways Technology is Changing Sponsorship
Highlights and insights from the European Sponsorship Association conference held in London in April 2013
Sponsorship highlight 1: Red Bull proves the power of owned media
IN A YEAR which saw that giant of sports events (the Olympics) hit arguably sport’s most engaged market at the most auspicious moment to date in the development of media, it is perhaps a surprise that t…
Sponsorship highlight 2: BMW’s Olympic Mini adventure
CLEAN EVENT Schmeen event. Despite protests to the contrary from the IOC and LOCOG, London 2012 was fertile ground for brands seeking to put their products at the heart of the action
Sponsorship highlight 3: Biggest potential sponsorship refund Lance Armstrong
EVEN FOR THOSE who still retained the power to be shocked by doping scandals in cycling, the demise of Lance Armstrong surprised only to the extent that it had taken so long
Sponsorship highlight 4: Biggest twits of the Socialympics
LONDON 2012 was mercifully spared too much attention on doping, but there was no shortage of dopes particularly where social media was concerned
Sponsorship highlight 5: Paddy Power’s most expensive ambush to date
PADDY POWER is a serial ambusher but its cheeky chappy image is wearing increasingly thin among some serious sponsorship professionals
Sponsorship highlight 6: Perfect timing – Rado, Murray & US Open victory
THE CONCEPT OF just-in-time sponsorship is a foreign one although not without precedent
Sponsorship highlight 7: Biggest feelgood sponsorship of the year – Paralympics
THE STANDOUT feelgood sponsorship winner of 2012 was without question the Paralympics
Our top 5 sponsorship gripes: 1. Withdrawers
AS CHRISTMAS approaches and a glorious sporting 2012 bows out, Frontiers has decided to take a look at some sponsorship highlights from the past 12 months
Our top 5 sponsorship gripes: 2. Boards – Euro 2012
REGULAR READERS will know that Frontiers has a thing about sponsor boards; those permanent backdrops to post-match interviews and press conferences notable only for their ubiquity and the perfection of…
Our top 5 sponsorship gripes: 3. Lack of activation – casualties of the Olympic cauldron
DESPITE BEING a Frontiers bugbear, there can often be unavoidable reasons for sponsors to keep a lid on their involvement
Our top 5 sponsorship gripes: 4. Dodgy data and Socialympic ‘winners’
SPONSORSHIP HAS A reputation for poor levels of measurement which has been addressed in recent years