Interview
Veltins: Seeking brand visibility in a competitive industry
German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.
Huawei Spain: Brand recognition focus of Atlético deal
Chinese telecommunications company Huawei aims to use football sponsorship to increase brand awareness and drive sales in the Spanish market.
EMC UK & Ireland: Consistent sponsorship strategy across portfolio
Cloud computing company EMC is using a consistent sponsorship strategy across its portfolio to build brand image and grow revenues.
Cadillac: Golf sponsorship key to return of luxury brand
Luxury carmaker Cadillac is aiming to create a strong lifestyle brand using golf event sponsorship and creative marketing strategies.
Freebets.com: Developing brand awareness with football and horseracing
Sports book affiliate website Freebets.com is using sponsorship in football and horseracing to maintain strong growth in the UK market.
Toshiba Medical Systems: moving from branding to knowledge development
Medical electronics company Toshiba Medical Systems is looking to move away from branded sponsorships towards commercial partnerships, whereby its products are sold to sports teams.
Maxinutrition: Integrated marketing strategy to drive rebranding
TD Ameritrade: investing in an all-American sports portfolio
Škoda: Ice hockey remains key to European growth
Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.
Hays: Football central to global ambitions
Global recruitment specialist Hays is using partnerships within the City Football Group (CFG) portfolio to increase brand awareness and engagement, Sholto Douglas-Home, chief marketing officer told Sports Sponsorship Insider.
Julius Baer: Investing in sustainable technology
Julius Baer, the Swiss private banking group, are using the innovative and pioneering spirit of Formula E to increase brand awareness and consolidate their position as a premium brand.
EZTrader: Brand image focus of Eredivisie and Bundesliga deals
Trading company EZTrader is using football as a tool to strengthen its brand image in Europe and help the company to expand into new markets, Shimon Citron, chief executive at EZTrader, told Sports Sponsorship Insider.
Umbro: Reclaiming territory in football
Sporting goods manufacturer Umbro is hoping to support a global brand revival by driving revenue through a number of football kit deals.
Omega: No change in sports strategy
Omega president Stephen Urquhart told Sports Sponsorship Insider that there will be no change to the luxury watch brand’s sponsorship strategy or targeted sports over the next 24 months.
Dongfeng: Sailing on winds of global expansion
Chinese truck maker, Dongfeng Commercial Vehicle Company (DFCV), has a clear medium to long-term business development plan for its global expansion and is using sponsorship as a tool to raise awareness of the brand.
Vestas: In expectation of profitable growth
Danish wind turbine company Vestas has taken on 100 per cent of the sponsorship and operational budget for Team Vestas Wind, a late entry into the 2014-15 Volvo Ocean Race, which sets sail 4 October.
Nissan: Uniformity across sporting platforms
Japanese carmaker Nissan is looking to enforce a cohesive marketing strategy across all of its sporting properties in order to push the same message across its key markets.
666Bet: Football key to brand growth
666Bet wants to utilise the global audience of the Premier League to gain a foothold in the highly competitive gambling market of Europe and Asia; Barry Martin, Chief Executive of 666Bet told Sports Sponsorship Insider.