Interview

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.

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.

 

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.

British telecommunications brand O2 is expanding its activation window around England Rugby test matches after its previous digital rugby programmes proved a success.

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.