Interview

Features

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.

Swiss watchmaker Tissot has upgraded its exposure with the International Cycling Union (UCI) in the face of an increasingly competitive market for timing sponsorship.

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.

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.

Carmaker Land Rover is strengthening its sponsorship role in rugby to consolidate its presence and brand alignment with the sport.

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.

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.

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.

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.

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).

African telecommunications company Vodacom is increasing its brand presence in rugby to improve brand perception among current and potential mobile post-pay customers.

Volkswagen-owned luxury carmaker Porsche is taking its first steps into American team sports sponsorships as it looks to re-energise slowing growth and build on a portfolio that has a strong foothold in Europe.

US home appliance manufacturer, Whirlpool, is using its kitchen appliance brand, KitchenAid, to connect with the golf-watching demographic and to increase awareness of the community development of Benton Harbor, Michigan.

German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.

Insurance group MS Amlin will continue to have a presence in rugby union among other sports despite its five-year commitment to the title sponsorship of the Andretti Autosport Formula E team, from 2015-16 to 2019-20.

Turkish beer brand Efes aims to strengthen its brand image as a premium beer brand through its Euroleague sponsorship.

Financial services company Manulife is using the LPGA’s Manulife Classic to focus on employee and stakeholder engagement.

Italian energy company Enel will not renew its ATP Tour partnership at the end of this year and will instead focus it sponsorship strategy on Formula E.

Korean tyre company Hankook aims to increase brand awareness and brand image as a premium tyre supplier in Europe through sponsorship activities that are integral to the company’s marketing strategy in the region.