Interview

Features

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.

Battery manufacturer Duracell is expanding its return to sports marketing with a three-year partnership with the Great Run Series which will build brand awareness for a mass audience, Alex Haslam, Duracell UK marketing manager, told Sports Sponsorship Insider.

International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.

Heineken-owned Dutch beer brand Amstel is using football sponsorship to increase international brand awareness, something that it is measuring structurally year-on-year.

Kinesiology tape market leader KT Tape is looking to use the 2016 Summer Olympic Games in Rio as a platform to sustain its dominance of the US market, Greg Venner, Chief Executive of KT Tape, told Sports Sponsorship Insider.

Sporting goods manufacturer Hungaria is using sport sponsorships as part of a relaunch strategy to increase brand awareness and merchandising opportunities.

Professional services group Accenture is using sponsorship as a customer acquisition tool in tandem with big data in a strategy far removed from its high-profile sponsorships in golf and Formula One from…

Brewing giant AB InBev, the biggest sponsor in world sport, wants to correct the escalating market in beer sector rights fees and will no longer ‘play ball’ with rights-holders who refuse to provide the…