Interview
Turkish Ministry of Culture and Tourism: Driving interest in Europe and Latin America
The Ministry of Culture and Tourism for Turkey is increasingly looking for sponsorship properties with opportunities to produce and showcase video content as its target demographic continues to broaden.
Dekra: Supporting global ambition
German automotive services company Dekra is using sponsorship to develop global awareness, raising its focus on the North American and Asian markets.
ERGO: Building on German national teams
German insurance company ERGO is looking to intensify its efforts around national sports association sponsorships, Andrea Hoelken, head of strategic marketing at ERGO, told Sports Sponsorship Insider.
Perrier: Reinforcing brand image with French Open
Mineral water brand Perrier is maintaining its relationship with the French Open to increase its market share and reinforce international brand awareness.
Aldi: BOA deal highlights relevance to British customers
Jaguar: Wimbledon supports increased sales ambition
The Jaguar sports car brand, part of the Jaguar Land Rover group, aims to double its sales revenue in the UK this year with the launch of new models. The sales push is backed by its sponsorship of the Wimbledon Tennis Championships as the Official Car supplier.
Lavazza: Focusing on presence at Grand Slams
Italian coffee brand Lavazza wants to develop its association with tradition and national heritage by expanding its presence at the tennis Grand Slams.
Rhino Rugby: Consolidation of market leader status
Equipment and sportswear supplier Rhino Rugby is using sports sponsorships to build brand awareness and consolidate its position as a market leader in the supply of rugby equipment.
Hisense: Eyes on the US as portfolio expands
Chinese consumer electronics brand Hisense is focusing on the US, Western Europe and Australia as it looks to use sponsorship to increase awareness outside its home market of China.
Shell: Product showcasing drives strategy
Multinational oil and gas company Shell is using motorsport as a platform to showcase its products.
Evian: Using premium properties to maintain customer relationships
Danone-owned mineral water brand Evian wants to engage customers and promote healthy lifestyles using its long-term partnerships with premium sports properties.
Allstate: College football remains key platform
US insurance company Allstate is using college football as the main platform to communicate its key messages.
Falken Tyre Europe: Brand awareness and engagement with manufacturers
Japan-based tyre manufacturer, Falken Tyre is using sports sponsorship in rugby to increase brand awareness and engagement with manufacturers in the UK.
Beko: Barcelona deal causes brand to reconsider strategy
White goods manufacturer Beko is considering its long-term sponsorship strategy after its Barcelona deal showed good results.
Dimension Data: ASO provides first global platform for IT riser
South-Africa based IT solutions and services provider, Dimension Data, this month, struck its biggest sponsorship to date when it signed a five-year Official Technology Partner deal, from 2015 to 2019, with Amaury Sport Organisation (ASO), owners of the Tour de France and other cycling events.
LG Electronics USA: Targeting value from college sports all year round
Jabra: Looking to business and sport customers
Audio equipment manufacturer Jabra is looking to authenticate itself in the sports fitness space and reach key business decision-makers through its partnerships.
Tata Motors Australia: Reaching blue collar workers through rugby league
India-based car manufacturer Tata Motors is using sports sponsorship to increase brand awareness and acceptance in Australia.