Brand Focus

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.

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.

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.

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 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.

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.

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..

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.

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.’s sponsorship of last year’s Fifa men’s World Cup generated a spike in visits to its website and communicated ‘staying power and solidity’, according to CMO Steven Kalifowitz.

Rollo Goldstaub, UK head of sport and gaming at TikTok, says the short-form video platform is pivoting to more of a content partnership strategy in sport.

Swiss-based cruise line MSC Cruises has significantly increased its sports sponsorship activity since the turn of the year. Matthew Williams talks to head of sponsorship, Alberto Revelli.

EE sponsors Wembley Stadium because it “big, bold and iconic” and allows the brand to “bring the network to life”. Ben Cronin speaks to the company's head of sponsorship, Matt Stevenson.

Kevin Farrar said the sponsorship's longevity represents its success and showcasing technology is at its heart.

As a B2B company, sponsorship allows Capgemini to showcase its wide-ranging capabilities to clients in exciting and emotive ways. Faaez Samadi speaks to the company's sponsorship director Thomas Hirsch.

Consumer electronics company Hisense believes there is a direct correlation between sales of its televisions and appliances and its aggressive global sports sponsorship strategy. Matthew Glendinning speaks to Catherine Fang, executive vice president of Hisense International.

Unilever-owned deodorant brand Rexona uses its sponsorship deals with Premier League sides Manchester City and Chelsea FC to connect with male audiences and to amplify its grassroots sports initiatives. Ben Cronin speaks to global senior brand development manager Emily White-Heath.

Project and work management software company Smartsheet uses sports sponsorship to integrate its services into high-profile sports organisations like McLaren Racing and NHL franchise the Seattle Kraken. Matthew Williams reports.