Brand Focus
‘Rugby and Guinness have been on similar journeys’ | Stephen O’Kelly, Diageo
SportBusiness Sponsorship speaks to Guinness global brand director Stephen O’Kelly about the recent extension and expansion of its relationships with the men's and women's Six Nations tournaments.
‘Right now, F1’s got the best coverage’ | Greg Hall, MoneyGram
MoneyGram says its title sponsorship agreement with the Haas Formula 1 team allows it to tell a story about its digital payment capabilities and reach consumers in markets where it derives 70 per cent of its revenues.
‘As F1 expanded in the US, our interest in sponsoring a team peaked’ | Jeff Mahony, NEFT Vodka
SportBusiness Sponsorship talks to Jeff Mahony, chief executive of NEFT Vodka, about the brand's recent sponsorship agreement with the newly-named Visa Cash App RB F1 team.
‘Having the ball means you’re visible in every match’ | Johan Adamsson, Puma
Puma’s recent acquisition of several ball supplier agreements in football are part of the brand’s attempt to increase its market share in the sport through a coordinated strategy, according to global marketing chief Johan Adamsson.
KPMG puts golf at heart of efforts to reach C-suite women
KPMG has focused on women's golf to target the growing number of women in C-suite roles at major companies.
Manchester United deal supports Wow Hydrate’s push into Mena and Europe
Wow Hydrate aims to use its sponsorship agreement with Manchester United to ‘elevate recognition’ among consumers and distributors and support its push into Mena and Europe, says managing director Queenie Porter.
‘No platform gives you the connectivity of the Olympics’ | Andrea Fairchild, Visa
Andrea Fairchild, senior vice president of global sponsorship strategy at Visa, says the Olympics are unrivalled in their ability to hit all of the brand’s sponsorship objectives.
Peloton brand refresh prompts sponsorship push
Peloton’s Amanda Gilmore discusses how deals with Liverpool, the NBA and WNBA have supported the company’s brand refresh and increased its ability to connect with new customers.
Cole shakes up Xylem’s CFG sponsorship strategy
US-based water technology company Xylem is shaking up and reframing its sponsorship of City Football Group clubs under new head of brand and partnerships Fiona Cole.
‘Being a woman shouldn’t be risky’ | Virginie Berçot, AXA
AXA acquired the naming rights to Liverpool Women’s new Melwood Training Centre to support a global campaign targeting female consumers, according to Virginie Berçot, global brand director for the French multinational insurance firm.
‘A Man City player talking about their home is authentic’ | Crystal Tsang, Etihad
Crystal Tsang of Etihad Airways explains how the brand's sponsorship strategy is based on helping it grow in key destinations to which it flies.
‘Our goal is to work with every Premier League team’ | Charlie Ebersol, Infinite Athlete
Infinite Athlete chief executive Charlie Ebersol says the technology brand has seen an immediate benefit from its front-of-shirt sponsorship deal with Chelsea FC.
‘Our target audience over-indexes in cricket’ | James Morrison, Laithwaites
James Morrison, head of brand and partnerships for Laithwaites Wine, explains why the wine delivery service returned as a sponsor of the England and Wales Cricket Board.
LA Tourism seeks Covid bounceback with sponsorship strategy
LA Tourism is leaning into sports sponsorship to attract more overseas visitors and restore visitor numbers to pre-pandemic levels, according to Adam Burke, chief executive of the tourism body.
Meltzer: Sorare focusing on ‘growth and marketing’ in next stage of evolution
Sorare is unlikely to make significant additions to its sports licensing portfolio in the immediate future and will spend the coming months focusing on “growth and marketing”, according to the company’s head of business development, Michael Meltzer.
‘The Women’s Ashes has given us huge momentum’ | Danielle Lee, Metro Bank
Danielle Lee, director of brand and marketing for Metro Bank, explains why the company is making grassroots women's cricket the focus of its sponsorship deal with the ECB..
DP World ramps up McLaren sponsorship activation for Singapore Grand Prix
SportBusiness Sponsorship talks to DP World and its agency of record 160over90 about the brand's sponsorship strategy and how it is leveraging a deal with McLaren F1 to support its B2B objectives.
‘I was adamant I wanted our car on the pitch’ | Laura Wood, Jaguar Land Rover
Jaguar Land Rover is making its Defender brand the centrepiece of its Rugby World Cup sponsorship deal, according to director of global brand partnerships Laura Wood.