Interview
O2: A digital strategy for the Rugby World Cup
Telecommunications brand O2 is pursuing a three-pronged sponsorship strategy led this year by the activation of its England national rugby team rights in advance of the 2015 Rugby World Cup.
Citizens Financial Group: Focusing on CSR and long-term commitments
Financial services company Citizens Financial Group is keen on signing deals that allow for corporate social responsibility (CSR) opportunities over the long-term.
Epson: Steering growth to developing nations
Japanese printing and technology brand Epson is using the high visibility of Formula One to increase its global brand awareness and build customer relationships.
DraftKings: Expanding portfolio to support brand growth
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Sportlobster: Integrating rights-holders with its platform
Rights-holders looking to partner with sports social media platform Sportlobster must first understand the brand’s offering and integrate with it, the brand told Sports Sponsorship Insider.
NN Group: Investing in running events
Global insurance and investment management company NN Group aims to sponsor major international running events or create brand-owned running events in seven key markets over the next two years.
ABN Amro: New direction on sponsorship strategy
Dutch bank ABN Amro has undergone a major change in sponsorship strategy since Sports Sponsorship Insider last spoke to the brand in February 2014.
Kreativ Dental: Affordable exposure through snooker
Hungarian-based dental clinic Kreativ Dental is using affordable sponsorships in snooker to attract patients from across Europe.
Fenix Golf: Asian Tour association accelerates growth
Golf apparel brand Fenix Golf is using sponsorship to increase its brand image and support its efforts to expand into China and India.
TVM: Moving away from exposure-based strategy
Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.
Rexona: Formula One key to expanding markets
Deodorant brand Rexona is targeting new markets and a wider demographic of customers through its continued presence in Formula One.
Hummel: Football central to future plans
Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.
Elo: Brazil’s domestic payment card champion
Nib Health Funds: Growing customer base through brand recognition
Australian private health insurer Nib Health Funds is using brand recognition from sports sponsorship to grow its customer base.
United: Targeting business travellers in transport hubs
US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.
Dow: Making business-driven sponsorship decisions
Dow Chemical Company’s sustainability partnership with the Rio 2016 Organising Committee will cost the brand nothing extra in rights, but could earn it major financial rewards in the lead up to and after the Olympic Games.
Bartercard: Paying for sponsorships through its own platform
Business-to-business trading exchange Bartercard is using brand visibility from sponsorship to support its business goal of increasing penetration within the UK.
EY: Core values drive Ryder Cup partnership
Professional services firm EY wants to promote its core values and create authentic relationships through its partnership with the Ryder Cup.