Brand Focus
Beazley: British Fencing delivers on objectives
Beazley is a specialist insurance company that relies heavily on strong relationships with insurance brokers. Its five-year commitment to sponsor British Fencing, from 2011 to the end of 2015, provides the business with different ways of engaging with brokers - including through PR in target media and client entertaining opportunities.
RaboDirect: PRO12 exit not the end of sponsorship activity
RaboDirect, the savings bank based in Dublin, Ireland, which is part of the Dutch co-operative, Rabobank, is looking for more locally-driven sponsorships in Ireland to replace its title sponsorship of the RaboDirect PRO12, the major rugby union club competition for top teams from Ireland, Wales, Scotland and Italy.
Aberdeen Asset Management: US market awareness boosted by Scottish Open exposure
Extended live coverage of the Aberdeen Asset Management Scottish Open on American free-to-air broadcaster NBC was a major step in the brand’s drive to increase awareness in the US, Jill Maxwell, sponsorship and events manager for Aberdeen Asset Management, told Sports Sponsorship Insider.
Just Retirement: A selective strategy becomes more important for annuity provider
Specialist annuity provider Just Retirement’s three-year title sponsorship of the World Indoor Bowls Championship is part of a “choosy” but progressive sports strategy, Andy Humphreys, marketing director of Just Retirement, told Sports Sponsorship Insider.
Dafabet: UK assets driving Asian expansion
Coral: Aiming to increase market share in interactive services
New Balance: Olympic ambitions of fast-growing sportswear brand
Footwear manufacturer New Balance’s sponsorship of the Irish Olympic Team is part of the brand’s strategic decision to move from individual endorsements to team partnerships, Josh Rowe, running marketing manager for New Balance told Sports Sponsorship Insider.
Bennetts: Insights into a youth-based strategy from the insurers
The sponsorship work of bike insurance company Bennetts is driven by their decision to move from an insurance provider to a biking brand, Hannah Squirrell, marketing and e-commerce director of Bennetts, told Sports Sponsorship Insider.
Alpari: The forex trading brand’s global sponsorship strategy
Sports Sponsorship Insider spoke to Chantelle Johnson, global head of marketing for the foreign exchange trading brand Alpari UK about Alpari's global sponsorship strategy.
Saxo Bank: Interview with Lars Christensen, co-CEO of Saxo Bank
Sports Sponsorship Insider spoke to Lars Christensen, co-CEO of Saxo Bank, after the announcement that Riis Cycling, the major cycling team which competed this year under the Saxo-Tinkoff name, had been acquired by Russian businessman Oleg Tinkov.
Ottobock: Interview with Christin Gunkel, Ottobock’s chief marketing officer
Global prosthetics company Ottobock is close to signing sponsorship deals with at least two more global or regional Paralympic events as it continues to support Paralympic sport at the elite level.
O2: Interview with Gareth Griffiths, head of sports sponsorship for O2 UK
Telecommunications company O2 is focusing its entire UK sponsorship efforts on its relationship with England Rugby and its Priority Sports programme.
Sky Bet: Update
Online betting company Sky Bet focuses its sponsorship budget on football and horse racing, which comprises around 83 per cent of the company's revenue.
QBE Insurance: Interview with Nicholas Mott, sponsorship manager
QBE, the Australian Securities Exchange-listed insurance underwriter, is sponsoring the QBE Autumn Internationals as part of a deal with the Rugby Football Union, which ends in August 2016.
Gatorade: Rugby League World Cup surpasses expectations, forms crucial part of UK strategy
Gatorade, the PepsiCo-owned sport drink brand, has seen exposure at the 2013 Rugby League World Cup surpass its own expectations, with UK viewing figures for tournament games outranking its own interests in the Premier League.
Monster Worldwide and Marussia F1
Monster Worldwide Inc., a premier online recruitment provider, services customers in approximately 40 countries worldwide. In 2010, Monster developed a “Cool Jobs” programme to showcase its product solution in the US. With unprecedented success, it sought to take the idea global.