Legacy

JAPANESE BUDGET clothing brand Uniqlo meets multi-millionaire men’s tennis Number One Novak Djokovic in a five-year endorsement contract? But wait… this could work.

DESPITE CHELSEA overcoming Bayern Munich in the Champions League final, social media analysis shows there was a positive result for at least one German last weekend

ORGANISERS OF the English speaking world’s leading literary prize for women have been left without a sponsor after the mobile phone company Orange said it would not be renewing its backing for the award t…

ALCOHOL CHIEFS have defended their sponsorship of sports events, claiming that brands have played an important role in the development of grassroots sports across the UK

REPORTS HAVE reached Frontiers from France that German insurance company Allianz has done a deal with Ligue 1 club OGC Nice to name its new stadium

LAST WEEKEND Manchester City won the English Premier League for the first time, and the club's first league title since the late 1960s – but how will the success benefit the club’s lead sponsor? Uni

LONDON 2012 Tier 1 partner British Airways unveiled the second in a set of special Olympics-inspired planes this week to mark the start of the Torch Relay

FC BAYERN MUNICH vs CHELSEA FC: The two clubs in the frame for this Saturday’s UEFA Champions League final have a major opportunity to consolidate their commercial appeal in their respective domestic m…

THERE IS A famous saying on Wall Street which goes something like 'when the bellhop gives you stock buying tips you know it's time to bail out of the market

MOST BRANDS claim a high degree of strategic thinking behind the sponsorship decisions they take so it is refreshing to here from Irish online bank RaboDirect that there was a large degree of good fortune…

BUDWEISER, flagship brand of US brewer AB InBev, signed a three-year contract with the English Football Association in June 2011 to become the presenting sponsor of the FA Cup

SPANISH GRAND PRIX vs GRAND PRIX OF EUROPE: Spain’s ability to sustain two Formula One Grand Prix races per season has been shot to pieces by the country’s economic crisis.

CORPORATE SPAIN was out in force at the Europa League final in Bucharest on Wednesday, with car brand SEAT a strong presence around the ground as the competition’s exclusive sponsor and Petronor, a Spanish o…

REGULAR READERS of Frontiers will recall seeing Under Armour featured several times in our pages as we have tracked the brand's expansion ambitions into European football and rugby

IN AN ENVIRONMENT where brands streamline their messages to hit as many markets as possible, it is unusual to find one following an aggressive differentiation strategy

CREDIT CARDS, particularly bitter rivals Visa and MasterCard, are regularly the subject of Frontiers’ attention so news that spending on plastic is growing fast caught our eye.

DLF, THE LARGEST real estate developer in India and title sponsor of the Indian Premier League (IPL) since its inception in 2008, is likely to end its relationship with the league at the end of the current…

DELHI DAREDEVILS vs KOLKATA KNIGHT RIDERS: The biggest match of the Indian Premier League (IPL) season to date takes place this Monday, May 7, when the Delhi Daredevils play the Kolkata Knight Riders at…