Interview
Santa Rita: Wine brand focuses on experiential activation
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.
Iberdrola: Helping women and society in the Spanish market
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.
Intel: Creating content from sports technology
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.
O2: Expanding digital focus with England Rugby
British telecommunications brand O2 is expanding its activation window around England Rugby test matches after its previous digital rugby programmes proved a success.
HOP!: Awareness and association through rugby key to rapid growth
French regional airline HOP! is using sponsorship of French Top 14 rugby union teams to increase its brand awareness across the country and create strong association with rugby values.
Tissot: Cycling upgrade comes in heated up sector
Swiss watchmaker Tissot has upgraded its exposure with the International Cycling Union (UCI) in the face of an increasingly competitive market for timing sponsorship.
Uber: Major league ambitions with city sports teams
App-based taxi network Uber is consolidating its presence in sport by moving from single season to multi-year sponsorship deals with major US sports franchises and planning new deals with European sports partners.
Constellation: Ryder Cup headlines drive for renewable energy
US retail and wholesale energy supplier, Constellation, is using the PGA of America and its marquee events to promote energy sustainability and renewable energy sources.
Land Rover: Aligning with rugby union, equestrianism and sailing
Carmaker Land Rover is strengthening its sponsorship role in rugby to consolidate its presence and brand alignment with the sport.
Müller: Balanced portfolio focuses on Olympic sports
Dairy product company Müller sponsored Team GB, the UK’s Olympic team at Rio 2016, and three individual federations, to raise brand awareness during the Summer Games.
RBC: Long-term partnerships target wealthy clients
Canadian bank, RBC, is using its sponsorship of two PGA Tour events to consolidate its position as Canada’s leading bank and grow its brand awareness in the US and abroad.
Betfair: Sponsorship deals follow second growth phase
Betting exchange and sportsbook brand Betfair will continue to focus on Official Partner, rather than main shirt deals, with top football clubs in key regulated betting markets as the 16-year old company enters its second major growth phase.
DHL: High-profile strategy focused on ability to deliver
This summer logistics company DHL renewed a second-tier deal with English Premier League champions Leicester City and added a second-tier agreement with German Bundesliga 2 football club Bochum as the company continues to benefit from its Partner Program, an online portal that supports regional teams when selecting and activating sponsorships.
Total: Portfolio aligned with ‘One Ambition’ strategy
France-based oil and gas company Total is looking to secure agreements that support its ‘One Ambition, One Total’ diversification policy, a direction that includes its recent mega-deal with the Confederation of African Football (CAF).
Vodacom: Content and visibility centre of new strategy
African telecommunications company Vodacom is increasing its brand presence in rugby to improve brand perception among current and potential mobile post-pay customers.