Brand Focus

This season, Danish beer brand Carlsberg celebrates its thirtieth anniversary as a sponsor of Premier League giant Liverpool FC, the longest-running sponsorship deal in the English top flight

Lars Lamadé, head of global sponsorships, SAP, describes how the company use its esports sponsorships to recruit new staff and explains how the firm’s sponsorship of the New Zealand All Blacks plugged a gap in its portfolio

The Whoop brand is “all about being aspirational,” which is why its endorsers “tend to be the best in the world,” says Whoop founder and chief executive Phil Ahmed

Sage has significantly expanded its presence in sport via deals with the ECB Hundred, Major League Baseball and Six Nations Rugby this year. Matthew Williams speaks to Craig Inglis, executive vice-president, global brand and integrated marketing, and global sponsorship director Sally Moore about the company's strategy.

SportBusiness Sponsorship speaks to Kukri Sports group executive chairman, Andy Ronnie to hear about how the company leverages kit supply agreements to enhance its credibility in the teamwear market.

Mark Versteegen, head of corporate sponsorships at Dutch telecoms company KPN, explains why the company decided to stop sponsoring speed skating and focus on football, and how it is incentivising amateur clubs to sell its fibre broadband

Bill Shelton, chief marketing officer for Group 1001, parent company to insurance brand Gainbridge, explains how the company leverages multiple sports properties to connect with clients

Chinese telco China Unicom has become a domestic partner of the Beijing 2022 Winter Olympic Games to showcase its smart technology and raise its brand profile versus rivals China Mobile and China Telecom.

UK insurance brand Aviva has shifted its strategy from brand awareness to fan engagement in its renewal as naming rights partner of the Aviva Stadium in Dublin.

Rolex-owned luxury watch brand Tudor has added sponsorship of World Rugby to its deals with the New Zealand All Blacks and high-profile sporting and celebrity ambassadors to build a brand identity distinct from its parent company.

German luxury car brand BMW has upped its investment in the Formula E motor racing series to promote the BMW i range of hybrid and electric cars and claim a leadership position in the fast-growing e-mobility sector.

Payment services brand Visa has put digital content at the heart of its renewed Worldwide Paralympic Partner agreement with the International Paralympic Committee, as it aligns with the sport’s values of inclusivity, diversity and acceptance.

Switzerland-based online financial services company Swissquote recently renewed its global partnership with Premier League football club Manchester United

Chinese e-commerce giant Alibaba wants to build more partnerships and collaborations with international sports federations and leagues as it pursues multiple sporting goals around economic and social development…

US-based franchise restaurant chain Subway is using the NFL's international appeal to engage with its franchisees and local communities, promote grassroots activity and amplify the values of the brand…