Interview

Latest Features

David Abrutyn, partner with Bruin Sports Capital, explains how the three-way licensing deal between the NFL, Nike and Fanatics works for the sporting goods giant, which extended its on-field rights partnership with the NFL in March.

Silverstone’s status as the host venue of Formula One’s British Grand Prix may be in doubt after next year’s race, but the British Racing Drivers’ Club-owned and operated circuit has ambitious plans t…

AB InBev’s activation spend on its official beer sponsorship of the upcoming Fifa World Cup in Russia will be the beer group’s biggest yet – commensurate with the importance of the event as a showcase of the Budweiser brand.

Paul Fox is chief executive of the Asian-facing betting company Letou

With the Hong Kong Rugby Sevens reaching its conclusion this weekend, Sports Sponsorship Insider spoke to HSBC's marketing chief about the event, the HSBC Sevens World Series and the bank’s wider p…

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Features

Sports Sponsorship Insider spoke with Hans Erik Tuijt about Heineken’s learnings, thoughts on the changes to Formula One made under new owners Liberty Media, and goals for next season and beyond. 

Following the third Leaders Generation XX Series Think Tank on ‘Changing the Game in Women’s Sport’ in London yesterday, Uefa’s marketing chief Peter Willems responded to key question put by Sports Sponsor…

André Fläckel, esports director, Lagardère Sports Germany, believes that brands and agencies need to prepare for the next stage in the commercial development of esports.

Santander Consumer Bank, the German subsidiary of Spanish banking group Banco Santander, has renewed its second-tier partnership with Bundesliga club Borussia Mönchengladbach to communicate values of …

At the start of the Women's Euro 2017 finals, Sports Sponsorship Insider spoke to Mark Bullingham, the Football Association’s group commercial and marketing director, and Katie Brazier, the FA’s head of women's leagues and competitions, about the commercial opportunities in the women’s game. 

German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales

Volvo Car Group and Volvo Group work together in a joint venture on the Volvo Ocean Race but operate separate sponsorship platforms with some other sporting properties

Telecommunications company Vodafone hands responsibility to its national and regional marketers to identify which sports properties best fit the brand's ambitions in the territories in which it operates

Last month, Sports Sponsorship Insider compared sponsorship activity between the Paris 2024 bid and the French National Olympic and Sports Committee (CNOSF). Below is the full interview with Ludivine Roosebeke, head of sponsors, Paris 2024 Olympic and Paralympic Bid Committee.

Italian tyre brand Pirelli has built a sponsorship portfolio across prestige sports properties in motor racing, football and winter sports to drive consideration and preference of its top-of-the-range segments, prestige and premium tyres.

Energy drink Carabao is targeting high-profile, high-exposure deals in football to support its 10 per cent market share target in the UK and kick off international expansion plans.

Scottish tweed manufacturer Harris Tweed Hebrides (HTH) has entered a partnership with Scottish Rugby, the national association for rugby union in Scotland, to increase brand awareness and sell a Scottish Rugby-themed product collection.

Luxury design brand Felio Siby signed as the Official Lifestyle Partner of Formula One team Force India this year to drive barnd awareness and sales of its limited edition watches.

Cereal and protein bar brand Nature Valley has taken sponsorship positions in UK tennis to help launch a new product which fits the sport's demographic in the country.

German outdoor apparel brand Jack Wolfskin is continuing its long-term association with the International Ski Federation (FIS) to maintain global brand awareness and promote its new clothing range for 2017.

Chilean wine producer Santa Rita became English Premier League club Arsenal’s first Official Wine Partner earlier this summer, in order to increase brand awareness across the world.

Electricity-utility company Iberdrola is working in cooperation with the Spanish Department of Sport (CSD) to support a drive to increase the promotion and participation of women’s sport at all levels in Spain.

 

Computer technology company Intel has refocused the brand's sports sponsorships on “amazing experiences outside” over the least two years in order to showcase technology that enhances digital sports coverage.

British telecommunications brand O2 is expanding its activation window around England Rugby test matches after its previous digital rugby programmes proved a success.