Interview

Canadian bank, RBC, is using its sponsorship of two PGA Tour events to consolidate its position as Canada’s leading bank and grow its brand awareness in the US and abroad.

Betting exchange and sportsbook brand Betfair will continue to focus on Official Partner, rather than main shirt deals, with top football clubs in key regulated betting markets as the 16-year old company enters its second major growth phase.

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.

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).

African telecommunications company Vodacom is increasing its brand presence in rugby to improve brand perception among current and potential mobile post-pay customers.

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.