Brand Focus
‘We tend not to change things that are working’ | Patrick Adiba, Atos
After FTX, ‘inflated’ crypto sponsorships are over, says OKX marketing chief
‘The club matches our global footprint’ | Inside Carlsberg’s 30-year Liverpool deal
Lars Lamadé, SAP: ‘We sponsored the All Blacks because they’re big in Asia’
Whoop CEO: ‘We see huge growth opportunities in soccer’
Sage targeting ‘dynamic investors’ with sports sponsorship push
Kukri Sports: ‘So many businesses just hemorrhage cash in the football market’
KPN head of sponsorship: “Our strategy is to sponsor national properties”
Gainbridge sponsorship chief: ‘You’re going to be hearing lots about us’
China Unicom: Brand positioning as a leader in smart tech
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.
Aviva: NR deal focused on engagement outside the stadium
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.
Tudor: Sponsorships highlight ‘Born to Dare’ identity
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.
BMW: Taking an e-mobility lead through motorsports
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.
Visa: Digital content key to multi-strand sports strategy
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.