German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales

Volvo Car Group and Volvo Group work together in a joint venture on the Volvo Ocean Race but operate separate sponsorship platforms with some other sporting properties

Telecommunications company Vodafone hands responsibility to its national and regional marketers to identify which sports properties best fit the brand's ambitions in the territories in which it operates

Last month, Sports Sponsorship Insider compared sponsorship activity between the Paris 2024 bid and the French National Olympic and Sports Committee (CNOSF). Below is the full interview with Ludivine Roosebeke, head of sponsors, Paris 2024 Olympic and Paralympic Bid Committee.

Italian tyre brand Pirelli has built a sponsorship portfolio across prestige sports properties in motor racing, football and winter sports to drive consideration and preference of its top-of-the-range segments, prestige and premium tyres.

Energy drink Carabao is targeting high-profile, high-exposure deals in football to support its 10 per cent market share target in the UK and kick off international expansion plans.

Scottish tweed manufacturer Harris Tweed Hebrides (HTH) has entered a partnership with Scottish Rugby, the national association for rugby union in Scotland, to increase brand awareness and sell a Scottish Rugby-themed product collection.

Luxury design brand Felio Siby signed as the Official Lifestyle Partner of Formula One team Force India this year to drive barnd awareness and sales of its limited edition watches.

Cereal and protein bar brand Nature Valley has taken sponsorship positions in UK tennis to help launch a new product which fits the sport's demographic in the country.

German outdoor apparel brand Jack Wolfskin is continuing its long-term association with the International Ski Federation (FIS) to maintain global brand awareness and promote its new clothing range for 2017.