Abu Dhabi-based state carrier Etihad's sponsorship strategy is to create custom sponsorships, which allow the brand to meet specific goals especially around customer sales and retention.
Germany's leading betting operator Tipico uses sponsorship of four Bundesliga clubs to further strengthen its brand, position the brand as the market leader in Germany and deliver attractive and passionate stories.
Global banking group HSBC is consolidating it sports sponsorship position in golf and rugby sevens as the brand takes an even more targeted approach to the markets in which it operates.
The sponsorship strategy of Chinese mobile phone brand Huawei is currently determined by the needs of its national divisions rather than centrally-determined global campaigns.
Binary options trading company EZTrader will continue to use football to build market share, despite the cancellation of club deals involving Eredivisie football club Feyenoord and Bundesliga club Bayer Leverkusen.
Reliability and practical application are at the front of watchmaker Tissot’s sponsorship strategy.
Japanese technology company Ricoh operates a wide ranging sponsorship portfolio focusing on B2B client experiences and engaging with its target demographic of customers.
UK-based health and life insurance company Vitality is using sport sponsorship to promote healthy lifestyles, and reward loyal customers, Nick Read, Vitality director, told Sports Sponsorship Insider.
Japanese IT company Fujitsu is looking for global brand awareness from its sponsorship of the 2015 Rugby World Cup, but is unlikely to extend its sponsorship activity to a national deal in the UK.
German supermarket chain Lidl is transforming its image as a hard discount retailer in its key European markets and using sponsorship of national sport properties to help drive home the message in France and Italy.