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.
Swiss watchmaker Rolex has built a long-term marketing strategy around key sports and events in equestrianism, golf, motorsport, tennis and sailing.
The world’s fourth-largest general-purpose card network uses sponsorship of major sports properties in the US to provide its card members with ticket offers and money-can’t-buy experiences.
Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.