Interview

Cycling

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.

Football

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

Motorsport

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…
American Football
Beer

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…
Horse Racing
Healthcare Equip. & Supplies

Global healthcare brand Randox Health will raise awareness of its health screening message through it Official Partnership deal with horse racing’s Grand National Festival and title sponsorship of the G…
Motorsport
Spirits

Diageo-owned whisky brand Johnnie Walker will continue to use its ‘Join the Pact’ responsible drinking initiative as the centrepiece of its investment in Formula One. K
Gaelic Sports
Airlines

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.

Football
Betting

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.

Motorsport
Petrochemicals

Oil company Shell uses it sponsorship exposure in five major motorsports series to meet very different branding and business-to-business objectives
Football
Automobile Manufacturing

The sponsorship manager for Italian car brand Fiat in Europe, the Middle East and Africa will continue to explore “new territories and activities that can support our brand” following the renewal of Fia…
Golf
Banking

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.

Golf

Scottish golf apparel manufacturer Glenmuir uses its 28-year partnership with the Ryder Cup to create a niche market in a fiercely competitive industry.
Football

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.

Football
Financial Services

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.
Watches

Reliability and practical application are at the front of watchmaker Tissot’s sponsorship strategy.

Golf

Japanese technology company Ricoh operates a wide ranging sponsorship portfolio focusing on B2B client experiences and engaging with its target demographic of customers.

Football

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.

Rugby
Information Technology

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.