Blog

French-owned EDF Energy renewed its sponsorship of the British Paralympic Association (BPA) for the next four-year Olympic cycle, 2013-2016

Dubai-based airline Emirates agreed a five-year deal, worth at least $30m per year, to become a global partner of Formula One

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.

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…

Beer is big business in sponsorship, particularly in football

International brands smell profit in the emerging and developing markets of Asia, South America and Africa

Highlights and insights from the European Sponsorship Association conference held in London in April 2013

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…

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

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

LONDON 2012 was mercifully spared too much attention on doping, but there was no shortage of dopes particularly where social media was concerned

PADDY POWER is a serial ambusher but its cheeky chappy image is wearing increasingly thin among some serious sponsorship professionals

THE CONCEPT OF just-in-time sponsorship is a foreign one although not without precedent

THE STANDOUT feelgood sponsorship winner of 2012 was without question the Paralympics

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

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…

DESPITE BEING a Frontiers bugbear, there can often be unavoidable reasons for sponsors to keep a lid on their involvement

SPONSORSHIP HAS A reputation for poor levels of measurement which has been addressed in recent years