Brand Focus

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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.

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Features

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…

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.

UK-based betting company William Hill has focused its sponsorship efforts on sports in order to increase its market share in the UK and consolidate its position in key international markets

Jaguar Land Rover-owned premium car brand Land Rover is using blue-chip properties in rugby union and sailing to reinforce its brand position as an authentic brand with strong technology and innovation…

Chinese consumer electronics brand Hisense has focused on brand building in key national markets but is moving towards global sports properties as its coverage and distribution network expands

French oil and gas company Total extended its Global Partner deal with the World Badminton Federation (BWF) this year because the Asian market is key to the sales growth of its Total Quartz engine oil…

SAP, the world’s largest enterprise application software company, is changing its wide-ranging sponsorship portfolio after a major review by the new head of global sponsorships at SAP.

Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.

US insurance brand Liberty Mutual Insurance Group is a top-tier sponsor of the United States Olympic Committee (USOC) and a partner of several national governing bodies in the US.

Irish energy utility company Bord Gais is using sponsorship with the Gaelic Athletic Association (GAA) and its All-Ireland Hurling Championship to promote its energy rewards scheme and increase positive…

UK insurance company Admiral has been the main shirt sponsor of the Welsh national rugby team since 2010. Its main focus in sponsorship is to increase employee engagement and celebrate the Welsh origins of the company.

Music streaming service Deezer has taken its first steps into sport sponsorship, signing deals with Manchester United and FC Barcelona, to set it apart from the competition within a crowded streaming market.

Australian bank, Commonwealth Bank, is switching the focus of its Cricket Australia sponsorship from naming rights to Australia’s elite Test match properties to drive association with community and grassroots cricket in Australia.

Online betting company Betfair has reprised an Official Partner deal with Spanish LaLiga club Barcelona, after a five-year gap.

Telecommunications giant Orange is using its partnership with Uefa Euro 2016 to focus on fan engagement and showcasing its technology services on a global sports platform.