Interview

Baseball

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
Sailing

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
Football

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.
Motorsport

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.
Rugby

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.
Motorsport

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.
Tennis

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.
Skiing

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.
Football

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.
Multi-sport

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.

 

Multi-sport

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.

Rugby Union

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

Rugby

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.

American Football

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.

Golf

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.