Interview

Professional services group Accenture is using sponsorship as a customer acquisition tool in tandem with big data in a strategy far removed from its high-profile sponsorships in golf and Formula One from…

Brewing giant AB InBev, the biggest sponsor in world sport, wants to correct the escalating market in beer sector rights fees and will no longer ‘play ball’ with rights-holders who refuse to provide the…

Global healthcare brand Randox Health will raise awareness of its health screening message through it Official Partnership deal with horse racing’s Grand National Festival and title sponsorship of the G…

Diageo-owned whisky brand Johnnie Walker will continue to use its ‘Join the Pact’ responsible drinking initiative as the centrepiece of its investment in Formula One. K

Abu Dhabi-based state carrier Etihad's sponsorship strategy is to create custom sponsorships, which allow the brand to meet specific goals especially around customer sales and retention.

Germany's leading betting operator Tipico uses sponsorship of four Bundesliga clubs to further strengthen its brand, position the brand as the market leader in Germany and deliver attractive and passionate stories.

Oil company Shell uses it sponsorship exposure in five major motorsports series to meet very different branding and business-to-business objectives

The sponsorship manager for Italian car brand Fiat in Europe, the Middle East and Africa will continue to explore “new territories and activities that can support our brand” following the renewal of Fia…

Global banking group HSBC is consolidating it sports sponsorship position in golf and rugby sevens as the brand takes an even more targeted approach to the markets in which it operates.

Scottish golf apparel manufacturer Glenmuir uses its 28-year partnership with the Ryder Cup to create a niche market in a fiercely competitive industry.

The sponsorship strategy of Chinese mobile phone brand Huawei is currently determined by the needs of its national divisions rather than centrally-determined global campaigns.

Binary options trading company EZTrader will continue to use football to build market share, despite the cancellation of club deals involving Eredivisie football club Feyenoord and Bundesliga club Bayer Leverkusen.

Reliability and practical application are at the front of watchmaker Tissot’s sponsorship strategy.

Japanese technology company Ricoh operates a wide ranging sponsorship portfolio focusing on B2B client experiences and engaging with its target demographic of customers.

UK-based health and life insurance company Vitality is using sport sponsorship to promote healthy lifestyles, and reward loyal customers, Nick Read, Vitality director, told Sports Sponsorship Insider.

Japanese IT company Fujitsu is looking for global brand awareness from its sponsorship of the 2015 Rugby World Cup, but is unlikely to extend its sponsorship activity to a national deal in the UK.