Interview
Features
HOP!: Awareness and association through rugby key to rapid growth
Tissot: Cycling upgrade comes in heated up sector
Uber: Major league ambitions with city sports teams
Constellation: Ryder Cup headlines drive for renewable energy
Land Rover: Aligning with rugby union, equestrianism and sailing
Müller: Balanced portfolio focuses on Olympic sports
RBC: Long-term partnerships target wealthy clients
Betfair: Sponsorship deals follow second 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.
Porsche: Major moves in North America
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.
KitchenAid: Local community at heart of brand strategy
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.
Mercedes-Benz: Golf overtakes tennis in portfolio
German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.
MS Amlin: Focus on Formula E, some local platforms retained
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.
Efes: Final Four focus of the Euroleague deal
Turkish beer brand Efes aims to strengthen its brand image as a premium beer brand through its Euroleague sponsorship.
Manulife: Key objectives fulfilled by LPGA partnership
Financial services company Manulife is using the LPGA’s Manulife Classic to focus on employee and stakeholder engagement.
Enel: quitting tennis for Formula E
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.
Hankook: Sports give premium push
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.